The merging of artists, labels and platforms raises complex questions about the distribution of rights and remuneration, which makes fair payment for content more difficult. At the same time, the integration of content creators is shifting creative control, which presents traditional artists with the challenge of maintaining their autonomy and identity. The increasing competition for attention and monetisation on various platforms makes it difficult for many artists to be profitable. This diversity also harbours the risk of copyright infringement and piracy, as content is more easily accessible. The rapid development of new technologies requires constant adaptation of business models in order to remain relevant and benefit from the opportunities. What opportunities and risks will we face in the future?