As an independent artist, a 360 deal can be a powerful way to turn your creative hustle into a full-scale career—if you understand the terms. These contracts cover everything from your recordings and songwriting to live performances, merch, and your personal brand. But make no mistake: a 360 deal isn’t a one-size-fits-all template. It should be shaped around your strengths, your vision, and your potential. Whether you’re dominating the stage, writing for others, or building a unique presence online, the right deal should amplify your work—not control it.
For example:
(1) An artist that is a great live performer with good presence in social and traditional media can sign a 360 deal agreement for their: recording and live performer services and for their brand/image assets.
(2) In contrast, an artist that is an established songwriter for other acts and also a recording artist, but that due to advanced age chooses not to tour anymore, can sign a 360 deal for her recording and songwriting services and for the exploitation of his/her image assets.
360 deals came around in the early 2000’s as the record labels response to three major trends in the music industry (1) the steady decline of revenue from record sales due to piracy, (2) a change of customer preference from physical to digital formats (3) the increase in prices of tickets to live events and fan expenditure on merchandise and (4) the strengthening of the capabilities of the collecting societies and publishers which translated in income from public performance and synchronisation becoming more significant.
Take Robbie Williams—a major artist who used a 360 deal to completely reshape the game. In 2002, he signed an £80 million deal with EMI that was considered groundbreaking at the time. It wasn’t just about albums—EMI secured a stake in his touring, merchandise, and publishing too. This was one of the first clear shifts where a label positioned itself not just as a record company, but as a full-fledged entertainment partner.
EMI’s president called it a way for artists and labels to “get on the same agenda”—where the label invests in the full spectrum of an artist’s career, not just record sales. Industry insiders saw it as a wake-up call: the old model of pressing records and sending them to stores was fading. Labels needed to evolve—and artists like Robbie had the leverage to help lead that evolution.
The lesson for indie artists? 360 deals aren’t inherently bad—they’re powerful when used right. But just like Robbie, you need to understand your worth and make sure any partnership you enter is truly set up to grow your vision, not just the label’s bottom line.
360 Deals and Indie Labels
Indie labels are increasingly offering 360 deals—and for good reason. These agreements can help them secure a wider range of rights, open up more revenue streams, and strengthen their position when negotiating with bigger industry players down the line.
But here’s what you need to look out for: just because a label wants your rights doesn’t mean they’re equipped to make the most of them. A 360 deal works best when the label has real experience, strong industry connections, and the resources to invest in every part of your career—from recording and touring to merch and branding. Without that foundation, even the best intentions can fall flat, leaving your rights underused and your growth stalled.
If a label wants a piece of everything, they need to bring everything to the table. That means strategy, funding, access, and hustle. As an artist, you have every right to ask: “Can you actually deliver on what you’re asking for?”
Your rights are valuable. Don’t hand them over unless you’re confident they’ll be put to work.
360 Contract Key Points
Royalties are where your value really shows up—so it’s crucial to know what’s fair. If a label wants rights to multiple parts of your career—your songs, your live shows, your merch—they should pay accordingly. Different rights come with different earning potentials, and your royalty splits should reflect that.
As a baseline, you should aim for at least 70% of net profits from publishing, 50% of net income from record sales and merch, and around 80% of net income from live performances. These aren’t just numbers—they’re about protecting your creative and financial stake in the work you do.
And here’s the deal: you should always have the freedom to explore better offers. A strong contract includes a ‘matching right’ clause—this gives your label the option to match a third-party offer, keeping you in control of your career while still giving them a fair shot.
You’re not just an artist—you’re a business. Know your worth, negotiate with clarity, and never give away more than you should.
Cross-Collateralization: What You Need to Know
Cross-collateralization is one of those contract terms that sounds technical—but it can seriously impact your ability to get paid. It basically means that money you earn from one part of your career (like merch sales) can be used by the label to cover costs from another area (like unpaid recording expenses). Sounds unfair? That’s because it often is.
When a label cross-collateralizes your earnings, it can delay or even prevent you from seeing the money you’ve rightfully earned. If your recordings didn’t break even, you could end up paying for that with your tour income—or your merchandise revenue. That’s not how it should work.
As an artist, your revenue streams should be treated separately and transparently. Each area—recording, songwriting, live shows, merch—should have its own clean set of books. That’s how you keep your income protected and make sure you’re paid for the parts of your career that are working.
Labels who truly have your back will respect this structure and avoid cross-collateralizing your income. If they’re not doing that, it’s a red flag.
Major Labels vs. Indie Labels: How 360 Deals Differ
Not all 360 deals are created equal. Depending on whether you’re working with a major or an indie label, the terms can look very different. Here’s a quick breakdown:
| Feature | Major Label | Independent Label |
|---|---|---|
| Contract Length | Longer term with multiple options to extend or terminate | Shorter term, often tied to a specific number of recordings |
| Copyright Ownership | Often involves full assignment of copyright | May only license rights for a limited period or specific project |
| Length of Rights Assignment | 25+ years or even life of copyright (especially with big advances) | Usually shorter than 25 years |
| Advances | More likely to include royalty advances | May not include advances; depends on the label’s resources |
| Scope of Artist Services | Will try to sign you for all rights and services—possibly including management | Ideally only acquires rights they have the means and experience to exploit |
| Recording Budget | Typically includes a budget for recording | May expect artist to self-fund recordings and deliver finished tracks |
| Royalties | May still use outdated models like PPD (Price Published to Dealer) | More likely to use fairer net receipts-based royalty splits |
At the end of the day, it’s not just about the deal—it’s about who you’re making it with. Make sure your label partner isn’t just asking for rights, but is ready to support and invest in your career. You’re building something big—your team should be, too.