According to my Peer's research an Artist should always shoot for 70% of any music deal. This higher then the classic 10% a booking agent got, but given that agents do more than ever before with tech, the percentage went up.
More to the point, there are agents who try and get 50% to 75% from the artist. However, if the artist is hot, then the artist should always shoot for 75% in the music biz.
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