After the music streaming service Tidal launched it experienced growth pains such as rapidly going through three Chief Executive Officers. The person credited with getting Tidal back on track and becoming very successful is Desiree (Dez) Perez. the founder of Tidal, Jaz Z, and Dez Perez have had an association that goes back 20 years. Jay Z brought Perez into the Tidal fold and in so doing likely saved the company.
Desiree Perez is a member of what’s called the “Hova Circle of Influence”. Other members of this group includes Perez’s husband, Jay Brown, and TyTy Smith, Jana Fleischman, and Chaka Pilgrim. The group operates Roc Nation which was founded in 2008 and is backed by Jay Z. After Perez was brought in to Tidal she started signing exclusive album rights with high profile artists including Beyoncé, Rihanna, Kanye West, and T.I. which made the app a highly sought destination. Due to these exclusive rights, the Tidal app shot to the highest point it had achieved on the iTunes Store and in so doing added an additional million members to the service.
In addition to her ability to be a tough negotiator, which certainly came into play in signing theses exclusive album rights, Dez Perez is also to have incredible accounting ability and the skill to build a strong culture inside a company. Some of her other work includes negotiating the deal that Rihanna has with Samsung, and she handled the “Formation” tour that Beyoncé held.
Under Desiree Perez‘s leadership, Tidal has re-focused on providing new and upcoming music to their customers instead of competing on the basis of providing the existing catalogs of musicians. Tidal also now splits new music into three separate categories; Tidal X for exclusive live music, Tidal Discovery for new music, and tidal Rising for new upcoming artists.