They came in like a wrecking ball… online firms like YouTube, Spotify and Apple have fundamentally changed the way we consume. But whose rights are protected? AAP Image/Julian Smith April 17, 2015 Shift to online music underscores power of a handful of tech giants Noah Askin, INSEAD; Dean Pierides, University of Manchester; Joeri Mol, The University of Melbourne, and Yuval Millo, University of Leicester The sheer market power concentrated in the hands of such few online companies represents a formidable hurdle to fair competition.