Start when they are younger, Sam. It worked for me.I know what you mean about folk rock, though. I like much of it, but it's a different kind of music. The problem is, young people are trained to react badly to 'traditional' things, so even if they like the music, they won't 'like' it, if you know what I mean.
Appeal in situations where there's no pressure to look cool and you may get somewhere. Congrats on winning with your band, btw...
-Jessica