Who is the driving force behind Tidal?

Desiree Perez and Tidal

Who is Des Perez?
In the highly competitive, fast-changing world of music, it’s hard to stand out these days. The businesses that do well now have to be innovative, smart and driven, and they have to be able to stay up with times that change in the blink of an eye. One of the companies that is really making a mark these days, however, is Tidal.

A Musical Renaissance

Right now Tidal is knocking it out of the park with a string of huge hits from its creative co-owners, Rihanna, T.I., Beyonce and Kanye West.

The amazing thing is that Tidal is having this breakthrough during a time of upheaval at the company. Several major executives have left the company (Tidal now has its third CEO, Jeff Toig from SoundCloud), and all of this has left many wondering just who exactly is behind this string of hits?

Industry insiders point to Desiree Perez as the key person behind Tidal’s current dealings. Perez has been a close associate of Jay Z for almost twenty years, and her resume includes a long period of running SC Enterprises. Perez’s husband, “OG” Juan Perez also runs Roc Nation Sports.

There’s no doubt that Desiree Perez is one of the smartest and toughest negotiators around, and she is said to be behind the deals for Beyonce’s current Formation stadium tour and Rihanna’s recent agreement with Samsung.

One of the innovations behind the success of Tidal is its focus on attracting young consumers (as well as future corporate buyers). Right now this streaming service is competing with Spotify and Apple Music, who without question have much deeper pockets than Tidal.

To stay competitive on a tighter budget, Tidal is going with innovation. Tidal is looking out for what is fresh and hot, rather than relying on a costly catalog of hits. Much of the success of this focus can be credited to Jay’s leadership and his amazing taste in music. He also knows a lot about having solid relationships with artists, and all of this is paying off big in Tidal’s current success.

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