Incidentally, in Iceland this style of music is now known as touristcore. That term refers to how it panders to the elves and northern light image promoted by the tourist industry while simultaneously rehashing the twee-drama-romantic music style that broke into the mainstream with Sigur Rós, Múm, Björk a good 12 years ago. People who insist on flogging that horse are forced to make it outside of Iceland as back there they can't be heard over the sound of rolling eyes and despairing moans.
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