The work of Desiree Perez within the music and entertainment industry has recently been praised in “Billboard” magazine after the publisher recognized the Roc Nation executive for her skills across much of the entertainment industry. Where Desiree Perez has made her mark in the entertainment industry is by pursuing the most important partnerships and sponsorship deals between the label, its artists, and major corporations reflecting the position and status of Roc Nation in popular culture.
The latest developments at Roc Nation have all included the input and negotiating power of Desiree Perez as the brand has sought to build a brighter future for itself and the artists being represented. During a renegotiation process for the $100 million deal between Roc Nation and Live Nation which has been in place for over a decade the presence of Desiree Perez in the negotiating team was seen as a sign of the serious nature of the deal for Jay-Z’s label.
Despite the importance of the Live Nation deal, Desiree Perez was also able to play a major part in the establishment of the sports agency created by Roc Nation over the last few years and source new deals for music publishing rights; meetings were reported to have been held with Desiree Perez creating a new music publishing and distribution deal with the Universal Music Group to extend the reach of the label in the coming decade.
Desiree Perez has found it simple to partner members of the Roc Nation stable of artists with major corporations including the Puma sponsorship of Jay-Z’s forthcoming “4:44” world tour. Revenues when a major sponsor can be found for a tour usually increase with Desiree Perez’s partnering of Rihanna with electronics giant, Samsung the model for future music live tours.