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Backlash Begins Against 360 Deals

11th February 2008 | by Aidan Williamson

Hailed by the record industry as their life-raft the 360 degree deal appears just as likely to provide the final nail in it's coffin as artists start the exodus.

The concept of the 360 degree can be summed up with the phrase “band as brand”, in it the record label gains full control over all aspects of the artists dealings including concerts, record sales, merchandising, publishing and ringtone sales. Managers are reporting that the major labels are almost exclusively interested in the deals.

Labels argue that the deals free them from the need for quick profit from their artists. Fueled By Ramen who count Fall-Out Boy and Paramore among their roster said of the deal “If we weren't so mono-focused on the selling of recorded music, we could actually take a really holistic approach to the development of an artist brand... [now we can actually focus on] building the artist's fan base”

For the artists it offers the chance of speedy fame with industry people doing most of the work.

For many though, the very nature of the deal contradicts what they see as the essence of art. “If you put all your eggs in one basket, they really have you by the balls,” Hanoi Rocks frontman Michael Monroe said at Popkomm last year.

The idea of “band as brand” often sees the image of the artist take centre stage with an intensity of mainstream pop acts. For example, the aforementioned Paramore's lead singer Hayley Williams went overnight from being just another singer taking the stage in jeans and t-shirt to a “fashion forward” style icon with distinctive hair styling and the now pre-requisite “let's riot but only within the safely established confines of societies boundaries... Be a rebel, buy our merchandise” attitude.

Paramore's guitarist Josh Farro says he was thankful for the time afforded away from the limelight with which they could build a solid fan base. He added, “We have such crazy fans, and those are the ones that are going to stick with us forever.”

Or at least until they hit puberty.

With most major artists refusing to give up their control over their work they have been increasingly turning to more independent avenues for their work. Radiohead, Pearl Jam, and even Madonna have all left the major labels, reluctant to become little more than label employees.

* Pre-makeover Hayley Williams photo by Emily Zemler