When entering this on the minting side, think of this field as the folks who were part of the original creation of the asset. Maybe the writers, actors, producers, directors, music.... These are the folks who deserve funds every time the asset gets sold and resold through the whole life of the token.
You can set up to 20 people to receive royalties, simply add "name.near" and the % percentage. If you don't set anything, the original creator will always receive 10%.