UnitedMasters says that the investment will fuel its mission to enable artists to maintain full ownership over their work while expanding their economic opportunity and introducing them to millions of new fans. Artists once needed the help of major labels (which typically demand ownership of master recordings) to build a fan base. Today, the power in the music industry is shifting back into the hands of the artists. Because of social media, labels no longer play as significant a gatekeeping role. UnitedMasters has partnerships with the N.B.A., ESPN, TikTok and Twitch, deals that reflect the new ways that people discover music.