Under these 360º deals, the artist typically grants the record company a percentage of the artist’s income from live performances, merchandising, licensing, publishing, endorsements, and/or fan-club fees. This search has led to the rise of multiple rights contracts, often referred to as 360º deals, whereby artists and record companies attempt to make the best use of their efficiencies by aggregating a broad assortment of rights in one place. As the music industry grapples with the economic and technological challenges of a rapidly evolving marketplace, artists and record labels increasingly are seeking creative ways to maximize their collective earning potential.
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