For anyone who’s been following the music industry recently, it’s little surprise that the station BBC Radio 4 has named Desiree Perez to its 2018 Woman’s Hour Power List.
As the chief operating officer (COO) of Roc Nation — the talent and production brand that Jay-Z launched in 2008 — Desiree is a trendsetter by occupation. Indeed, Roc Nation is a highly diverse company that employs people in a wide range of fields. Leading it requires a broad set of skills.
Roc Nation has a team of talent agents, and it runs a record label. It produces concert tours, television shows, and movies, and it operates four offices in the U.S. as well as one in London.
This organization has guided the careers of singers, composers, and even sound engineers. It’s worked out merchandising contracts and film deals for major stars, and it provides funding for other music companies.
A Formidable List
Each year since 2013, the BBC Radio 4 Woman’s Hour Power List has tried to identify the female leaders with the most power in the music industry. It also seeks to name women who are using their power for the greater good. The original list included 100 names.
In 2018, Beyonce topped this list, and Taylor Swift came in second. Desiree was not far behind at number 13; she ranked one spot ahead of the superstar rapper Cardi B.
British journalist Tina Daheley led the group that was tasked with putting the 2018 list together. And Jessica Duchen, a novelist, journalist, and classical music expert, was one of the distinguished judges.
This latest edition of the Woman’s Hour Power List is especially focused on creative individuals who are dedicated to diversity. The leaders it honors are striving “from the inside” to make the industry fairer and more welcoming to women and people of color. For sure, Desiree Perez has earned such distinctions.
Roc Nation’s Guiding Force
Desiree joined Roc Nation in 2009, only about a year after its founding. Before that, she was in charge of SC Enterprises, another of Jay-Z’s companies. She’s played a role in other Jay-Z businesses as well. And, in her early days as an entrepreneur, Desiree managed popular nightclubs.
These days, Desiree’s portfolio at Roc Nation is extensive. She sets the marketing direction for the company’s musicians, both in the short term and over the long haul. She organizes many of these artists’ tours as well. She’s also in charge of the brand’s record label and thriving publishing division. In short, Desiree is in full control of Roc Nation’s daily activities, and she reports directly to Jay-Z himself.
Of course, Jay-Z and Desiree don’t just have a professional relationship; they’re also close, longtime friends. Desiree and Beyonce, Jay-Z’s wife, likewise enjoy a strong friendship. At times, Jay-Z has even given Desiree credit for much of his personal success and wealth.
In addition, in at least one of his songs, Jay-Z has praised Desiree and Juan, her husband. He feels that the two of them are true friends, not people who just want to hang out with celebrities. On top of that, Juan has been one of Jay-Z’s most trusted professional collaborators. He’s currently the president of Roc Nation Sports, a talent agency that Desiree created, and Juan and Jay-Z love attending Yankees games together.
Desiree Perez At the Pinnacle of Show Business
How has Desiree, who’s known to her friends as Des, triumphed in the fiercely competitive entertainment industry? Well, to begin with, she’s always been a steady, consistent, and reliable person, but she’s forward-thinking and innovative at the same time.
What’s more, Desiree is a confident businessperson and a strong negotiator. People who sit across the table from her know that she won’t back down from her values or her objectives. That toughness has certainly earned a great deal of respect.
Desiree also has an ability to get along with and forge connections with people from all kinds of backgrounds. Similarly, her tireless work ethic and enthusiasm for her job have allowed her to prosper.
Over the years, the results that Desiree has attained have been undeniable. To give you just one example, she sat down with representatives from Live Nation, the events and venue company, in 2008. She managed to hammer out a sponsorship deal that was worth a staggering $150 million.
Then there was Rihanna’s 2016 world tour. The electronics conglomerate Samsung wanted to sponsor it. Desiree led the negotiations with Samsung, and she was able to convince the company to put up the lofty sum of $25 million. Yes, Desiree Perez is always a star during tense, high-stakes deliberations.
Simply stated, due to her dedication and talent, Desiree has been able to maximize Roc Nation’s revenue streams. Impressively, the company has experienced growth every year since 2009.
In October 2014, Jay-Z launched his own music streaming service, which he named Tidal. Naturally, the mogul would later make Desiree the COO of that massive project. Desiree persuaded Sprint, the gigantic telecommunications company, to purchase a third of Tidal. That deal brought an instant $200 million to Roc Nation, and it also exposed millions of Sprint customers to Tidal for the first time. As a result of Desiree’s efforts, this streaming service is currently available in more than 50 countries.
What’s more, Desiree’s inspired leadership has given the Roc Nation brand many intangible benefits. For instance, she’s taken the time to mentor many of the creative people who’ve signed with the company, and she’s helped them make tricky career decisions. Consequently, they’ve been able to grow as artists and reach their full potential.
Even with all of her great achievements, Desiree Perez has never considered herself a famous person. She prefers to live her life out of the public eye, and she rarely grants interviews to the press. Instead, she lets her contributions speak for themselves. There’s no doubt that those contributions have shaped music, entertainment, and popular culture as we know them today.
