Rock 'died' because it's been around for 50 years; were the favourite of boomers who ensured it always had air-time; and now they're out to pasture and other music styles reign. My dad was a pro drummer in the 70s and hated everything that wasn't rock or metal. He was incapable of appreciating anything else. Or so he said.
As a kid of the 90s, I could never quite find music that fit me. Sure, I liked some rock and roll, pop, and so on --- but when I was first introduced to techno (Antiloop - Believe, to be specific) at a LAN party I knew I'd found my home: techno and then trance.
But good luck finding Antiloop or the nascent trance on MTV or commercial radio in the 90s. The people who ran those things didn't like it, know about it, listen to it, or felt it had commercial value. So I had to learn about it from randos at a LAN party.