Middle-class people are taught (,and teach each other, and repeat to themselves in their journals) that the only successful labor is labor that is loved.

For them, the heads of record labels have to care, because they are the most successful people in their industry, and they wouldn't be so successful unless they loved the work. In middle-class theology, becoming successful is a matter of loving harder than the guy next to you. It takes a lot of mind games to motivate people to extreme expertise in often very narrow specializations, especially when it's usually to make someone else rich.