Desiree Perez Keeps Cool at the Negotiation Table

Desiree “Des” Perez, the Chief Operating Officer of Roc Nation and its music streaming service TIDAL, has been receiving some recognition of late. Billboard.com recently named Perez to is list of 2017 Digital Power Players for her work with TIDAL. It is recognition that is a long time coming for Des, who has been a notable figure in the music and entertainment industry for 20 years. She ran SC Enterprises, the precursor to Roc Nation for several years before she was named COO of Roc Nation in 2009.

In January of 2017 Des took TIDAL to the negotiation table with Sprint and helped secure the best deal in the company’s history. Sprint agree to acquire a 33% stake in the music streaming service for $200 million. The deal gives TIDAL access to the Sprint wireless customer base that is in excess of 45 million customers. This could net billions of dollars for TIDAL in the coming years. In 2017, she also secured exclusive album deals with Kanye West, Rihanna, and BeyoncĂ©. The deals are designed to gain subscribers to the TIDAL app to contend with other streaming services like Pandora and Spotify. The result is an increase in subscribers in excess of one million since February.

Des has been successfully managed many music and entertainment venues in the New York and New Jersey area in the 1990s and 2000s. She has remained one of Jay-Z’s best friends and confidants for over 20 years, so when he needed someone he could trust to run Roc Nation, he turned to Des. She is married to Juan Perez, who is the Chief Executive Officer of Roc Nation. Known as one of the most fierce negotiators in the business, Perez has negotiated many deals including the Rihanna’s Samsung deal and BeyoncĂ©’s deal for her Formation Stadium. She is also actively involved in many deals with professional athletes that are signed to Roc Nation Sports.