The big four record labels (Universal Music Group, Sony Music Entertainment, Warner Music Group, and EMI) previously had complete control over the music industry by determining what music was produced, promoted, and distributed. However, with the rise of digital music platforms like Spotify, YouTube, and SoundCloud, independent artists can now self-produce, distribute, and promote their music without a record label. These online platforms have made it easier for niche artists to be discovered and have given artists more freedom to communicate directly with audiences.