The Innovative Strategies of Desiree Perez

The streaming music business accounts for 15.7 billion dollars in the music industry. In 2016, streaming became leading revenue generator overtaking sales for the first time in the United states. As a result, after about twenty years, the music business recorded double digit growth, the strongest yearly increase.

Desiree Perez, Chief Operating Officer, TIDAL is among the Digital Power Players listed by Billboard. These are the executives credited for the growth realized. The managers handle data management, oversee payment of creators and develop the business models.

Perez facilitated the 33% acquisition of TIDAL by Sprint for 200 million dollars in January. The transaction enabled TIDAL to expand its reach to 45 million Sprint users. On June 30th, TIDAL and Sprint exclusively released 4:44, the 13th album by Jay-Z. The album went on to become the number one album on the Billboard 200. TIDAL is also the exclusive retailer of the tickets for Jay-Z’s forthcoming tour under a Live Nation deal with him worth 200 million dollars.

As TIDAL welcomes its new CEO, Desiree continues to be a valued asset to the company. Her background experience in running a business has helped TIDAL finalize deals that worth millions of shillings. Desiree Perez has also been instrumental in shaping TIDAL’s business approach. Rather than focus on old content, TIDAL purposes to offer the unmatched exclusive content. The move has increased users on the platform as well as cut the operation costs. The product offerings at TIDAL include new releases and select samples of emerging artists, and limited live performances. Desiree enabled contractual agreement among TIDAL and leading artists such as Rihanna, Beyoncé, and TI that ensure both parties benefit equally from the streaming proceeds.

Determination, passion, hard work and excellent negotiation skills make Desiree Perez a gem in the music industry. She is constantly looking for ways to stay ahead and innovate.