Not everyone can do it for free. Most people are trying to get heard. If you haven't got the reputation you need to use the resources and reputations of labels to get noticed.

But if you're in the position where people are actively looking for your stuff, and you already have loads of fans, and platforms to connect with them, why would you ask them to pay an online shop, a distributor & a label for your music when you could just give it to them for nothing and make more money out of it?