Multiple rights deals, are “360 Deals” where record labels get a percentage of all the artist’s activities that they did not previous have:

Ringtone Sales

Endorsement Deals

Songwriting, lyric display revenue

Publishing revenue

Merchandise Sales

Tours, concerts and live performances

Digital Sales

These types of deals are controversial.  The side against it says it is a money grab by recording studies, and the recording studios say they will promote the artists for longer and actively work to develop new opportunities for them.