The idea of disruption and seismic shifts in how business is done across the entertainment industry are talked about so often that they don't seem all that dramatic anymore. But imagine a world where labels are a thing of the past, where more or less every act bypasses the process that we all assumed was cast in stone, and then suddenly that kind of mass disruption, which would affect thousands and thousands of jobs, really does seem like a big deal. But as streaming platforms mature as businesses it is merely logical that they should seek to expand and deepen their relationships with artists. But where does leave the labels, and what can they do to stay relevant and useful? And how does all this impact on the artists? Who will do their marketing and who will have their back when things aren't going so well?