Hadron spectroscopy provides a unique tool to understand QCD in the non-perturbative region. Over the past half century, many hadronic states have been experimentally observed and corresponding theoretical models have been elaborated to explain them, but no unambiguous interpretation exists. With the advent of LHCb, the enormous heavy-flavor production cross-sections at the LHC have helped revolutionize progress in the field. New exotic tetra- and pentaquark states in the heavy quark sector that do not fit into the conventional models are being discovered at a rapid pace. The trend promises to continue in the coming years, towards the High-Luminosity LHC era.