Lady Gaga is shaking up the music business, insiders say, pioneering a new contract model that lets her record label take a broader slice of her earnings in exchange for more upfront marketing cash. Some artists are wary of the so-called "360 deal," which requires acts to share their merchandise and tour revenue, but insiders say it's working out well for Gaga. "Would she be in the position to play in front of 20,000 people a night if the record company had not put up the marketing dollars?" asks her manager.

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