I buy at least $30 of music each month from iTunes. Finding the addresses of these artists, writing a check and sending it their way would be more hassle than I

I buy at least $30 of music each month from iTunes. Finding the addresses of these artists, writing a check and sending it their way would be more hassle than I care to go through. If the artists don't like the deal that labels are giving them, they don't have to take it. They can build their own fan base, learn marketing, get exposure and sell their own stuff through iTunes and other places. A lot of artists are opting to do just that.