Desiree Perez is a bold force to be reckoned with in the music industry. She is a the mastermind behind the scenes of quite a few big deals that have been made over the past few years. As a COO of Roc Nation, she plays a variety of different roles and does each one well. She has most often been in the spotlight for her fierce negotiation skills. She has received a lot of praise for negotiating for Beyonce’s Formation stadium tour and a deal made between Rihanna and Samsung. Most recently, she has been vital to the success of TIDAL.
TIDAL is a streaming service that Jay Z and a few of his colleagues in the music industry started in 2015. Desiree’s involvement with TIDAL has played a key role in the company keeping up with its competitors, and even earned her a few accolades. Most recently, Desiree was named to Billboard’s “ Women in Music 2017: The Most Powerful Executives in the Industry” list. The deal that earned her this title was a deal struck between Sprint and Tidal. Essentially, she negotiated Sprint making a $200 million investment in the streaming company. This deal has brought many layers of success in that it has helped the streaming company’s numbers and helped in making Jay Z’s latest album, 4:44, as insane of a success a s it was. Her name is not quite a household name yet, because she works so silently, but soon enough the whole world will know who Desiree Perez as her success continues on this trajectory. Billboard doesn’t refer to her as “Roc Nation’s Rock” for no reason.