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A 360 deal, also known as a multiple rights deal, is a type of contract in the music industry that allows record labels to earn a percentage of an artist's earnings from various activities, not just record sales. As physical music sales decline and digital downloads and streaming rise, record companies have adapted their business models to survive. These deals encompass earnings from concert revenue, merchandise sales, digital sales, streaming royalties, licensing, and endorsement deals, providing labels with diversified income streams in the evolving digital landscape.