What is a 360 Deal?

A 360 deal, also known as a 360 record deal, is a type of contract in which a record label receives a share of revenue from multiple aspects of an artist’s career rather than only from music sales and recordings.

In a traditional record deal, a label mainly earns revenue from the sale and distribution of the artist’s recorded music. In a 360 deal, the label may also receive a percentage of income from live performances, merchandise, endorsements, publishing, sponsorships, and other business activities connected to the artist.

The idea behind a 360 deal is that the label invests resources into developing and promoting the artist’s career across many areas, and in return participates in the broader revenue generated by the artist. These agreements are often negotiated individually and can vary widely in structure and percentage terms.