360 deals are becoming the norm in Hip Hop.
The arrangements give record labels a percentage of all the band's revenues --touring, live performance, merchandise, endorsements, appearances in movies and TV -- instead of just taking from record sales or activities that the label had a direct hand in.
It's a controversial practice, and during their appearance on DJ Whoo Kid's Shade 45 radio show, The LOX spoke out against 360 deals. It started when Jadakiss singled out Lyor Cohen as the executive who is signing all the young rappers to 360 deals.
"[Lyor] is controlling all these younger artists," Jakdakiss explained. "“If you got a movement – you got the lime green dreads, y’all got Rollies, you got a drug dealer nigga – yeah, they taking that and maximizing it. They ain’t developing it."
“The one thing we gotta say, is there’s young black mothafuckas that’s gettin’ money and not going to jail. But respect the culture and learn the history, mufucka,” Styles P adds. “Don’t let ’em 360 your single deal, my nigga. "Don't let them get the allowance your moms giving you," Kiss added.Jadakiss is hardly the first artist to criticize Cohen. Wake Flocka accused him of stealing the soul of youth, Quavo lashed out at him, and Lupe Fiasco recently went after him in a Tweet storm.
Jump to about the 20 minute mark to hear them talk about 360s.