"why couldn't Universal simply distribute the music itself?"
Because that would introduce a major Channel conflict. The Big 4 record companies cannot afford to open a retail arm because that would damage their existing route to market.
A better question is "why couldn't the artists simply distribute the music itself?" Reducing the record companies to a source of musical VC and marketing consultants. Both of which roles could be done better by 3rd party specialists.
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"why couldn't Universal simply distribute the music itself?"
Because that would introduce a major Channel conflict. The Big 4 record companies cannot afford to open a retail arm because that would damage their existing route to market.
A better question is "why couldn't the artists simply distribute the music itself?" Reducing the record companies to a source of musical VC and marketing consultants. Both of which roles could be done better by 3rd party specialists.