Desiree Perez Is the Negotiation Whisperer

Desiree “Des” Perez has been around the entertainment and music industries in New York City for the better part of 25 years. A long-time night club and entertainment venue owner, Des has rubbed shoulders with industry elites and booked many gigs for some of the world’s biggest stars. A long time confidant and friend of rap music mogul, Jay-Z, she was made Chief Operating Officer of the star’s Roc Nation. She has performed well beyond her peers, becoming known as the toughest negotiator in the industry.

In 2017, Billboard named Perez as one of its 2017 Digital Power Players for her work with Roc Nation’s online music streaming service, TIDAL. She was named as COO of TIDAL in 2016 and quickly made a historic deal with cellular service provider, Sprint. The deal gave Sprint a 33% stake in the company in exchange for $200 million. The kicker for TIDAL is that Sprint gives them a potential customer base of 45 million subscribers. This deal was said to be one of the best deals in the history of a streaming service.

Des is a New York City native who uses her number-crunching ability along with her negotiating style to make some of the most lucrative deals in the business. She has been touted for her deal-making ability in the Rihanna Samsung deal as well as BeyoncĂ©’s formation stadium deal. Her husband Juan is the President of Roc Nation and the two have been with he company since its inception, making it one of the largest entertainment companies in the world.

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