Sadly, the reality is that promotion is a requirement for any sort of business, especially smaller ones. No one WANTS to spend time or money on promotion, but it's more important to success than the quality of the product by quite a large margin.
If you want a world where small businesses, artists or anything besides megacorps exist, then the rest of us have to promote our work. We're already at a huge disadvantage in terms of visibility vs the aforementioned megacorproations
For example, the absolute dumpster fire known as: Star Wars: The Last Jedi had a box office gross of $1,322,581,071 while that same year's sundance film festival's winner''s box office gross was... $2,000,000, or about 0.15% of that, while almost certainly being a vastly superior product.