The college radio station I worked at as an undergrad at SIU, WIDB, has its top albums of the year out. I'm sad to report that I have only heard of ONE of the artists on their top 30 (alternative/indie/college radio/whatever) list: The White Stripes (I even have one of their CDs!). In an odd twist, I've actually heard of several artists on their top 10 hip-hop recordings list.
Update: I have heard of a few more (OK, 2 more) of the bands on their current top 30. So: old but not totally ancient.