Desiree Perez: The Driving Force Behind Tidal Turnaround

Tidal entered the streaming music scene with an inordinately rocky start. Being up against industry heavy hitters like Pandora, Apple Music, and Spotify presented a seemingly insurmountable challenge for the company, which was funded in part by hip hop superstar Jay-Z and other music industry darlings like Rihanna and Kanye West. The idea behind Tidal was never a huge music library, but rather high quality, exclusive offerings and giving power back to artists.

After finding its footing and changing up its management, it looks like Tidal is finally beginning to turn things around and claim its place as a lead contender for music streaming.

After investments in technologies that aim to improve the music streaming experience, like high fidelity sound quality and high definition music videos, Tidal is sure to grow into a force to be reckoned with.

The shift can be credited, in large part, to Desiree Perez. Her strong leadership skills and business sense were just what Jay-Z needed to help turn the company around.

Perez, known for her uncompromising negotiation skills and her natural talent with numbers, played an important role in orchestrating Beyonce’s Formation stadium tour.

Perez is not new to the Roc nation. She has been an acquaintance of Jay for almost 20 years. Her husband, Juan Perez, runs Roc Nation Sports. Clearly, business sense is all in the family.

While Jay has been at the forefront of hip hop since the 90s, Perez is all business, all the time, with no room for pomp. She’s the perfect balance the Tidal team needed. Nearly no one else is able to focus with such a keen business sense as well as Perez can.

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