Toronto, Canada - In order to align the musicians' interests with those of their record label or management company, they should get stock options, much like the company executives get. That way, it would be a true partnership in building the artists' brands for the long run, according to Terry McBride, CEO Nettwerk Management. It was one of the innovative ideas he brought to the table at a session on the new 360 deals at Canadian Music Week's digital music & media summit.