360 Deal

Category: Music Business

What is 360 Deal?

A 360 deal is a recording contract where the label takes a percentage of all artist revenue streams, including touring, merchandise, sponsorships, and publishing—not just recorded music.

360 Deal explained

360 deals (also called 'multiple rights deals') emerged as recorded music sales declined. Labels argued that since they invest in artist development, they should share in all revenue the artist generates. A typical 360 deal might give the label 15-30% of touring income, 20-30% of merchandise, and 10-20% of sponsorship deals—on top of the traditional 80%+ of recording revenue. Critics argue 360 deals are exploitative, especially for artists who build touring and merch businesses independently. Defenders say labels now provide more comprehensive career support. For artists, the key is negotiating fair percentages and 'carve-outs' for revenue streams the label doesn't actively support.

Why 360 Deal matters for independent artists

Understanding 360 Deal helps you make better promotion decisions on SoundCloud and other streaming platforms. On Reposter Network, artists apply concepts like this every day when they trade real plays, likes and reposts with other musicians instead of buying fake engagement.

Related terms

• Record Label: A record label is a company that signs artists, finances recordings, and handles distribution, marketing, and promotion in exchange for a share of royalties.
• Music Contract: A music contract is a legal agreement defining the relationship between artists and labels, publishers, managers, or distributors, specifying rights, royalties, and obligations.
• Royalties: Royalties are payments made to rights holders whenever their music is played, performed, reproduced, or licensed commercially.

Browse the full music marketing glossary or read the guide on SoundCloud repost networks.