Let's look at a related industry: amazon made it that 70% of sales are given to the author. Now if the author want he can give money to marketing guys.If he wants to go alone , he can. He controls the process.

This has definitely given more market power to book authors(leaving aside amazon power grab).

Similar models can be offered to the music industry. They'll just enable artists to get more control over the process.

So the boy band will pay high royalty rate to the marketing guys because he is mostly marketing based, but the amazing new musical talent who seems to get a lot of people via viral marketing will share much less of the money.