I disagree with your characterization: The work is being given away by artists, who are welcome to accept the terms that tech companies offer them.

The artists are welcome to reconsider, renegotiate.

> Why should the creators lose by default?

The creators are offered terms by tech companies. They are welcome to turn down those terms, and seek better ones.

If they lack the power to negotiate a better deal, then I suggest forming a negotiating block of some kind.

The tech companies are welcome to think those negotiations are not favorable and not accept the terms.

Or possibly the artists should form their own new tech company (cf. Patreon, Band Camp)

It's not the job of tech companies to provide a living to artists. That's what your characterization implies, and it's just not the case.