Ake, your posting is full of contradictions. You want the music to be popular again, but you're against those devices which attempt to make it popular ie award shows etc. The world we live in is a world of celebrity and high profile. The music needs to address this. If you want to watch what's popular watch the talent shows where working class people from Wigan come on and sing in ludicrous American accents for ecstatic audiences. These progs are watched by millions, This is the music of the people today.
The dirgy, pompous,stuff served up by so many in clubs and concerts will never be popular at that level.
Your friend is no doubt excellent, but is what he does the stuff to get that screaming, cheering talent show audience up on its feet? Our music will never be popular or mass media, but I'm sure the people in the folk world will always turn on any performer who leaves them and eventually gets through to a few hundred thousand.
It's been like that since the 60's and it's never changed.
Entertainment is what is needed, but it's still a dirty word in folk circles. "Daughters of Albion" was to entertainment what watching paint dry is to rock and roll!