The days of pulling out a CD appear to be coming to a close. With almost everyone and their mother owning a smartphone it makes sense that more and more people are moving to streaming their music and having a catalog of music right in the palm of their hand. Giants like Spotify and Apple Music are fighting to be dominate in this space, however Tidal is slowly but surely emerging as a strong power in this space. Much of the companies success is because of a sidekick that few are familiar with, Desiree Perez.
A trusted close associate of Jay Z, Desiree Perez has been working behind the scenes for Jay-Z for nearly twenty years. For years she has been responsible for running SC Enterprises her husband “OG” Juan Perez, is also in the mix as he runs Roc Nation Sports. Over the years Perez has gained a reputation as being a tough negotiator for the Jay-Z brand. She is responsible for putting together and negotiating the popular Formation stadium tour by Beyoncé. She also played a big role in another major Tidal artist Rihanna, helping her to get a major deal with Samsung.
Perez is now a major part of Jay-Z’s inner circle. This “Hova Circle of Influence” includes her husband Juan Perez, Jay Brown, TyTy Smith, Chaka Pilgrim and Jana Fleischman. This collective group is the driving leading force behind the operation of Tidal itself.
Tidal has become a major player in the music streaming game. In recent times they have had exclusive premiers from the likes of Rihanna, Beyoncé and Kanye West. The two later had major releases that were only available on Tidal for a number of weeks. During West’s release, The Life of Pablo, The Tidal app rose to its highest point ever in it’s iTunes Store history.
As a result of Perez’s leadership, Tidal continues to make advances in the streaming world. Recently Tidal has slightly changed its music experience focusing more on what’s next and new in music, instead of a large booming catalog offering—which costs much more. Jay-Z has been clear from his first step into the streaming world; he is willing to be innovative.