360 deals, like many industry arrangements, are not uniform in their application. Their impact varies depending on how they are negotiated and implemented.
By Deborah Oyedijo
For many artistes, signing a record deal is both a creative and commercial milestone. It signals growth, recognition, and the possibility of scaling their work beyond independent limits. As the industry has evolved, however, so too have the structures of these agreements. One of the most widely used models today is the 360 deal, a framework that expands the relationship between artiste and label beyond recorded music alone.
A 360 deal, sometimes referred to as a multiple rights agreement, allows a label to participate in several revenue streams generated by an artiste. In addition to income from recorded music, this may include earnings from live performances, merchandise, brand endorsements, synchronisation deals, and in some cases, publishing. The rationale behind this model is tied to the level of investment labels make in developing and promoting artistes. Where a label contributes resources across different areas of an artiste’s career, it may seek to share in the income generated from those efforts.
In this sense, the 360 deal reflects a broader shift in how value is created in the music industry. Recorded music is no longer the sole or even primary source of income for many artistes. Touring, branding, and licensing now play significant roles in overall earnings, and contracts have evolved to reflect that reality. For some artistes, this structure can provide coordinated support across multiple aspects of their career, aligning incentives between the label and the artiste.
At the same time, the practical impact of a 360 deal depends largely on its specific terms. The percentages allocated to different revenue streams, the duration of the agreement, and the level of control exercised by each party all influence how the arrangement functions in practice. These details determine not only how revenue is shared but also how decisions are made regarding releases, partnerships, and long-term career direction.
For instance, a 360 agreement may include provisions that allow a label to earn a percentage of touring or merchandise income. While these areas are often closely tied to an artiste’s brand and audience, they may also be connected to the label’s promotional efforts and visibility. Similarly, endorsement deals and synchronisation opportunities may involve collaboration between the parties, particularly when the label plays a role in securing or negotiating them.
Questions around control also form an important part of these agreements. Some contracts include approval rights over certain activities, such as releasing music or entering into commercial partnerships. These provisions are typically designed to ensure coordination and protect shared interests, but they can also affect how independently an artiste is able to operate. As with all contractual terms, their impact depends on how they are drafted and applied.
Real-world examples help to illustrate how these dynamics can play out in practice. Nigerian rapper Vector became involved in a legal dispute with his former label, YSG Entertainment Ltd, beginning in 2013, with the conflict reaching its peak and culminating in a court injunction in 2014. The Federal High Court order restricted his ability to record, release, or perform music during the dispute, showing how contractual disagreements can directly affect an artiste’s professional activities.
A similar pattern appeared a few years later in the case of Runtown, whose dispute with Eric Manny Entertainment began around 2016 and continued until 2019. During this period, legal actions affected his ability to perform and fully operate, before the matter was eventually resolved in his favour. Situations like this highlight how unresolved contractual terms can interrupt career momentum.
Around the same period, Kizz Daniel entered into a widely discussed dispute with G-Worldwide Entertainment in 2017. The disagreement extended beyond financial terms to issues of branding and identity, including the use of his stage name. The outcome illustrates how record agreements can influence not just earnings, but how an artiste is presented and recognised in the industry.
These experiences are not limited to Nigeria. In 2020, Megan Thee Stallion publicly raised concerns about her contract with 1501 Entertainment, stating that she had signed the deal at a young age and did not fully understand its terms. As her career progressed, she sought to renegotiate the agreement after gaining a clearer understanding of its provisions. Her situation reflects a broader pattern where artistes revisit earlier contracts with more industry knowledge and a different perspective on their implications.
Taken together, these examples do not point to a single outcome, but they illustrate how the structure and clarity of agreements can influence an artiste’s experience over time. They reinforce a central point: the details of a deal matter as much as the opportunity it provides.
Duration is another key consideration. Many 360 deals extend across multiple projects or years, meaning that the agreed terms continue to apply as an artiste’s career develops. As visibility increases and new revenue streams emerge, the original agreement remains the framework through which those earnings are shared. This makes it important for artistes to consider not just immediate benefits, but also long-term implications.
The relationship between these deals and intellectual property is equally significant. Ownership of master recordings is often determined within the contract, while publishing rights may be allocated separately depending on songwriting contributions and agreements. Where a deal also includes participation across multiple revenue streams, the combined effect can shape how value is created, controlled, and distributed over time.
For Nigerian artistes operating in a rapidly expanding global market, these considerations are becoming increasingly relevant. As music travels across borders and generates income in different territories, the contractual foundation behind each release plays a critical role in determining how that value is captured and shared.
Approaching these agreements with clarity requires attention to detail. Key provisions to review include revenue splits across different income streams, ownership of masters and publishing, duration of the contract, approval rights, and exit mechanisms. Understanding these elements allows artistes to make informed decisions about the structure that best aligns with their goals.
360 deals, like many industry arrangements, are not uniform in their application. Their impact varies depending on how they are negotiated and implemented. In some cases, they may support coordinated growth across multiple areas of an artiste’s career. In others, they may require closer evaluation to ensure that the balance of rights and obligations reflects the artiste’s long-term interests.
As the music industry continues to evolve, so too will the agreements that underpin it. For artistes navigating this space, the ability to understand and engage with these contracts is an essential part of professional practice. Opportunities may begin with a deal, but sustainability depends on understanding the terms that define it.
Deborah Oyedijo is a music business writer and entertainment lawyer-in-training with a focus on the African music industry. When she is not writing about music rights and culture, she is watching K-dramas or absorbing yet another documentary. Connect with her on IG and X: ayooyedijo.