The good artists retain most of their rights, negotiate a buy out of master recording rights, retain all fanclub/merch rights, etc.
The labels try to gun for 360 rights, but the fact is while there was a brief moment when they could deliver on the promise of the 360, that moment has long passed.
If you are a band, and you want to be a multi-platinum act selling world wide: get a really really good lawyer and sign with QPrime, Frontline, Red Light/ATO, etc.
Let me repeat: GET A GOOD LAWYER.