Artists’ perceptions and label representatives’ perspectives of the 360° deal in the Malaysian music industry: a case study of Warner Music Malaysia and Rocketfuel Entertainment

The Malaysian music industry is seeking ways to earn and sustain profitability, and one of the strategies include signing artists with the 360° deal. Artists that are signed with this deal agree to give a certain amount of percentage split for each of their revenues earned and give total rights for the record label to control and direct their music, image and self-branding. With the accessibility of the internet and the availability of other types of deals offered by independent labels, a 360° deal may not be the first choice for artists in meeting their career needs. While this model is increasingly adopted in Malaysia, it remains a subject of debate among industry stakeholders. This study explores the perceptions of both artists and label representatives toward the 360° deal in the Malaysian music industry, with a particular focus on two prominent entities: Warner Music Malaysia and Rocketfuel Entertainment. Through semi-structured interviews, this research examines how each group perceives the benefits, limitations, and implications of the agreement. Thematic analysis reveals differing viewpoints based on roles, experience, and expectations. Artists often highlight concerns about control, transparency, and creative autonomy, whereas label representatives emphasize investment, financial recoupment and artist development. This study helps ongoing discussions about fair relationships between artists and record labels, and provides a better understanding of how the 360° deal is influencing the future of the Malaysian music industry.