Monthly Archives: March 2018

The Lady behind the Label: Desiree Perez

Today, female executives are reaching new strides by leading the way in the predominantly male-led music industry. Billboard’s 2017 has highlighted powerful women that take the entertainment market to new heights. Top exec Desiree Perez stands out on that list! Ms. Perez, also known as Dez Perez, is COO of Roc Nation-the illustrious music and entertainment company founded by Shawn Carter, aka Jay-Z. Ms. Perez was on-boarded in 2009. She took on a role to elevate the brand and set it apart from the rest. The brand is no stranger to Ms. Perez, as she assisted Jay-Z with enterprise expansion over the past 22 years. Currently, she pioneers all Roc Nation’s publishing and label initiatives. In short, the influential COO heads daily operations, creates and actualizes tour promotions while raising the company and shareholder profits. Desiree Perez, although a very private individual, has been known to maneuver a boardroom like nobody’s business. She is vital in ROC Nations multi-million dollar high-pressure negotiations. The clever COO engineered a $2 million deal between Sprint and TIDAL, Roc Nation’s streaming services. Sprint’s investment with TIDAL was announced in January 2017. The well-publicized agreement paid off five months later as Jay-Z released album 4:44. Sprint sponsored the album, issuing 1 million complimentary downloads. The album reached a platinum plateau before its official release date. The project accrued 600,000 equal to album units, establishing this strategy as the King of the Hill of marketing campaigns. As of April, equity partner Live Nation signed on with Jay-Z, committing to a long-term $200 million tour collaboration. The 4:44 Tour has experienced 21% greater average gross sales than 2013’s Magna Carter Tour. Multitudes of success have transpired since trailblazer Dez Perez got in front of infamous music label Roc Nation.

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