Desiree Perez Turning Tidal Into A Success Against All Odds

Online music streaming has become quite the norm since the inception of audio and video streaming sites over the past decade or so. With many tech industry players, such as Google, Apple, and Spotify, each introducing online music streaming platforms, there are numerous streaming options for music lovers. Therefore, newer players will often find themselves struggling when trying to keep up with the pioneering sites. Most of these streaming services fail to attract clients, and they throw in the towel. That was the state of Tidal when Roc Nation executive Desiree Perez was appointed to head the newly acquired audio and video subscription service.

 

Tidal was launched late 2014 by Aspiro, a Swedish/Norwegian-owned company which was later acquired by Jay-Z’s Roc Nation in the first quarter of 2016. Tidal was a sinking ship when Roc Nation purchased it, but the company’s executive, Desiree Perez, has been able to overturn this and make Tidal one of the most popular subscription-based music streaming service in the world, and also the service that pays the highest royalties to artists in the music industry. Tidal is popular for streaming exclusive content, which gives the company an edge over its competitors and this was Desiree Perez’s idea. Most Roc Nation’s artists have released their content via Tidal, making formerly uninterested individuals want to subscribe from the service. See related source at ft.com.

 

Ownership

 

Jay-Z’s Roc Nation co-owns the company with a bunch of other artists signed to the label. Rihanna, Beyoncé, Lil Wayne, Kanye West, Calvin Harris, Usher, Alicia Keys, Madonna were all among the listed Tidal co-owners. You can access all the exclusive content from these artists and much more on Tidal. Tidal has over 500,000 paying subscribers and globally, the service is available in 31 countries.

 

About Desiree Perez

 

Desiree Perez is married to Juan Perez, Roc Nation Sports executive. She is not new to the music industry. Her relationship with Roc Nation’s owner Shawn Carter goes way back to the early 90s. Desiree Perez greatly contributed to the success of the label’s artists, both musically and otherwise, and this includes Rihanna and Beyoncé. Her track record in managerial positions speaks for itself, and she’s taking Tidal places.

 

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