Desiree Perez: The Gravity Attracting TIDAL

When TIDAL was first released in October of 2014, it was one of many subscription-based music streaming services already available to the public. When Jay Z acquired the business and re-launched it in March of 2015 he was determined to make it stand out from the crowd. Introduced as the first artist-owned streaming service, it was off to great start. This next question was how to continue building client contracts for a most successful business. Enter Desiree (Des) Perez.

I had first heard of TIDAL when I heard it was how I was going to be one of the first to watch Beyoncé’s full visual album Lemonade.  Other artists and co-owners of TIDAL that have released albums via the artist-owned platform include Rihanna, T.I. and Kanye West. Des Perez is helping TIDAL finalize more multi-million dollar contracts today.

Apparently, negotiating contracts is what she does because she’s too good at it. With husband Juan Perez running Roc Nation Sports, Des Perez had her hand in many Roc Nation contracts. With Jay Z as founder of this company, it’s no wonder he hired Des Perez on as an exec at TIDAL. He had seen her in action.

It may also be worth noting that Perez is part of the Hova Circle of Influence – the force behind both Roc Nation and TIDAL. The group also includes her spouse, Jay Brown, Jana Fleishman, Chaka Pilgrim, and TyTy Smith.

Some of Perez’s contributions to the music industry include the negotiations of Beyoncé’s Formation stadium tour, and Rihanna’s Samsung deal. With this fierce, strong-willed, argumentative power house on their side to negotiate with new artists and competitive companies, TIDAL has rightfully shifted its focus from being a collective database of everything ever recorded, to being the first to provide the next best in music to its subscribers.

TIDAL has multiple initiatives to start helping subscribers see what they’re working toward, including Tidal Discovery where a user can listen to all the new releases, Tidal Rising to discover emerging artists, and TIDAL X to view live performances. With everything in the works currently and a negotiator like Perez on their side, TIDAL is seeing high tide climb higher and higher.

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