Desiree Perez: The Force Behind Tidal

Also known as Dez Perez, CEO of Roc Nation and Tidal streaming services, Desiree Perez, is one of the entertainment industry’s fiercest business executives. Her expert negotiating and managerial skills prompted Tidal founder and popular rapper, Jay-Z, to call on her when he needed help in growing his new business after other executives had left the company.

Since she already had experience with running her own business in the past, she was no stranger to using aggressive negotiation skills to close business deals. She helped Jay-Z create a new strategy for his company, which had experienced slow growth before she breathed new life into it. Her friendship with Jay-Z goes back 20 years, and she has not only been a part of his Roc Nation group, but she has also worked within his other company, SC Enterprises.

Desiree Perez has negotiated deals for Jay-Z’s wife, Beyonce, as well as for singer Rihanna and others in the industry. She arranged Beyonce’s Formation World Tour in 2016, and was a part of the production team for her and Jay-Z’s On The Run Tour. She also assisted Rihanna in obtaining a lucrative business deal with the Samsung company.

Called “Babe Ruthless” by the New York Daily News because of her powerful negotiating and accounting skills, Perez managed to bring more subscribers to Tidal by offering them musical performances, videos and albums that are unique to this particular service. Through the ROC Nation company, she also offers musicians her management services.

Her husband, Juan Perez, manages Jay-Z’s other company, Roc Nation Sports, and Desiree is involved with the operations of Jay-Z’s exclusive sports bar in New York, as well as his club called 40/40.

Since she’s been managing Tidal streaming services, the business has seen more growth and interest than it did in the past, and that most likely means that she is the right person for the job.

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