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A 360 deal, also known as a multiple rights deal, arises from the evolution of the music industry from physical sales to digital formats due to technological changes. As traditional music sales decline and digital streaming rises, record companies have adapted their business models to survive. In a 360 deal, record labels receive a percentage of an artist's earnings across all activities, not just from record sales. This includes revenue generated from concert performances, merchandise sales, digital sales, streaming royalties, licensing, and endorsement deals. These contracts enable labels to capitalize on various revenue streams associated with the artist.