360 Deal
A record contract where the label participates in multiple artist revenue streams beyond recorded music.
Definition
A 360 deal (also called multiple rights deal) is a record contract where the label takes a percentage of an artist's revenue across multiple streams—not just recorded music, but also touring, merchandise, endorsements, and publishing. This contrasts with traditional deals focused solely on recordings.
360 deals emerged as recorded music revenue declined and labels sought to share in revenue streams their investment helped create. The terms vary widely—percentages, which streams are included, and what the label provides in exchange are all negotiable.
Why It Matters
For artists, 360 deals mean sharing more revenue but potentially receiving more investment in development, marketing, and career building. Understanding these deals helps artists evaluate whether the support justifies the revenue sharing.
The debate over 360 deals reflects larger questions about how artist-label relationships should be structured in the modern industry.
Examples in Practice
An artist signs a 360 deal receiving significant tour support and marketing investment, sharing revenue as their career grows substantially.
A developing artist negotiates their 360 deal to exclude publishing, protecting their songwriting income while sharing touring revenue.
A successful artist avoids 360 deals altogether, maintaining full control of non-recording income at the cost of less label investment.