I don't know how deep you want to go, but Stephen Malkmus, Wilco and Yo La Tengo instantly come to mind. I am a gigantic Stephen Malkmus shill though. Okkervil River and Apollo Sunshine are really awesome groups that don't get very much recognition, even less for Apollo Sunshine. It's funny I had heard them and thought they were a "hip pitchfork-y band" and was very suprised to find out that nobody really knew about them. I guess my friend just saw them open for someone or something like that. I'm sure that you can find any of these groups on youtube and myspace.
If you want to hear a good local band I would look into Franklin For Short. They're very good. I'm a pretty big shill for them though. I've seen them a bunch of times, the drummer is a buddy of mine, and they're really talented, but no one knows who they are...yet?
for easier reference
http://www.myspace.com/stephenmalkmus (though they didn't exactly pick his best songs to display)
Yo La Tengo