A recent list of the most influential female executives in the entertainment industry saw those named to the list divided into various different sectors within this business area; one of those named to the multisector list was Desiree Perez, a popular figure at the Roc Nation label and entertainment company. It is doubtful the Roc Nation brand would have such a major influence on popular culture if not for the impressive work completed by Desiree Perez during the first days of the establishment of the Live Nation partnership with rapper Jay-Z and his business associates.
Throughout her career, Desiree Perez has built a reputation as a tough negotiator who has the skills to get the very best deal for her company or client. The negotiating skills shown by Desiree Perez have been seen on various occasions over the last few years with the New York-based executive creating some of the largest deals seen in the music industry.
Having developed a close working relationship with Roc Nation artist, Rihanna, Desiree Perez looked to make her last world tour as financially successful as possible and set about creating a high-quality sponsorship deal to put the tour in profit from its early stages. Eventually, the technology giant, Samsung signed a deal with Rihanna to create the most successful tour of the artist’s career to date. After seeing the success achieved on the tours of Rihanna and Beyonce, Jay-Z asked Perez to negotiate similar deals for him resulting in the latest “4:44” world tour deal signed with sportswear brand, Puma. By including Desiree Perez in the planning process for his upcoming tour, Jay-Z has seen a higher profit of 20 percent in revenues already seen over his previous world tour.