360 Deal Deep Dive

Revenue Streams Covered

A 360 deal (also called a multiple rights deal) means the label takes a cut from all your revenue, not just recording sales. This typically includes:

• Recorded music – streaming, downloads, physical
• Publishing – songwriting royalties, performance rights
• Live performances – touring revenue (usually capped at 15–20%)
• Merchandise – branded goods sold at shows or online
• Sponsorships and endorsements – brand deals attached to your name
• Sync licensing – placements in film, TV, ads

Because labels now share the upside across all channels, they invest heavily in marketing and touring support. But they also own pieces of you that have nothing to do with recordings.

Exclusion Negotiation

The leverage is in what you exclude from the deal. Fight to keep:

• Endorsement deals (unrelated to music)
• Acting income (if applicable)
• Speaking engagements and appearance fees
• Educational content (masterclasses, workshops)
• Previous unreleased masters (before the deal date)

Each exclusion you win strengthens your position. Major artists carve out large swaths; emerging artists often get nothing excluded.

Commission Rates

360 deals use lower percentages than traditional label cuts because they're skimming multiple revenue streams:

• Recording: 15–25% of net
• Publishing: 10–20% of performance royalties
• Live: 15–25% of ticket revenue (often capped at certain dates)
• Merchandise: 20–30% of sales
• Sponsorship: 10–20% of deal value

The math compounds quickly. A $10,000 sponsorship might net you $8,000 after the label cut, $7,000 after agent fees, leaving you $7,000. Always run the numbers per stream.

Modern Evolution

360 deals have evolved. Newer versions include:

• Revenue thresholds – commission only kicks in after you hit streaming milestones
• Sunset clauses – the label's cut shrinks over time (25% year one, 20% year three)
• Recoupment limits – the label can't cross-collateralize losses across revenue streams
• Separation provisions – if the label isn't actively supporting a revenue stream, you can take it back

The best 360 deals now read like partnerships with escape clauses, not lifetime commitments.