Why is it when web 2.0 companies look for ways to generate revenue from music they always lean toward making indie artists pay user fees?

The major labels get paid every time their music is played on the internet. Why is it that independent artists are asked for payola?

Wasn't the internet supposed to end all the exploitation and give everyone a leveled playing field?

Looks like the majors are still gaming the system with their lawsuits, exorbitant licensing fees, and partnership deals with websites. I guess some sites' only option is to make everyone else pay the majors' way.

Here is just another example of this phenomenon.