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What is a 360 deal - multiple rights deal - in the Music Industry? As the music business evolved from 8 tracks and records to compact discs and digital downloads, record companies had to evolve their business model to make money of the changes in technology. Physical sales of music are getting lower every year and digital streaming and downloads are increasing rapidly. This was an alarm for record companies to change the working model to survive the transition. The record labels answer to the new digital age in music is the 360 deal. 360 deals are contracts that allow the record label to receive a percentage of the earnings from all of the artists activities, rather than just earnings from record sales. 360 deals also called multiple rights deals are contracts where the record labels earn a percentage of the artists ancillary rights. These rights may be the earnings made from: concert revenue, merchandise sales, digital sales, streaming royalties, licensing, endorsement deals and any