Multiple rights deals, also known as 360 deals, allow record labels to receive the standard cut of CD and digital download sales, in addition to a percentage of event ticket profits, merchandise sales, endorsement deals and everything else that uses the artist's name or music, such as ring tones.  This new type of contract was developed in response to increasing indications that music downloads will eventually be free– downloads will merely serve as promotional tools for other revenue streams, spurring event and merchandise sales.  No one channel will replace CD and download revenues; solutions will take on many business models and come from all possible sides—thus the name 360.  These deals are becoming ever more common in major record label contracts and are even mandatory at some companies, such as Warner Music Group.

Of course there is some controversy over whether 360 deals are beneficial to artists. Record labels argue 360 deals will require them to make a larger initial monetary investment in an artists' career, and will incite them to commit to promoting the artist for a longer period of time.  This business model requires a label to actively develop new opportunities for their artists so they can make money. Record labels will now look after an artists' entire career rather than focusing solely on CD and download sales.  However, artists fear the resultant ‘band branding' and the level of control labels will now have over more aspects of their image and music.  With declining download sales the record label needs a way to make money to provide services to the artists—360 deals are the new reality of the music industry.