The naming of a list of the most important female entertainment industry executives would not be complete without Desiree Perez appearing on the pages somewhere. One such list was recently released including Desiree Perez as one of the leading members of the multisector areas of the industry which has grown in importance as brands such as Roc Nation expand into different areas of interest across the media.
If we look at the career of Desiree Perez it reflects the constantly evolving nature of the entertainment industry she and Roc Nation founder, Jay-Z has come to represent. The brand was originally created as the SC Enterprises company which was designed to add some business sense to the career of the rapper turned entrepreneur; in 2008, Jay-Z looked to develop his business opportunities with the launch of the Roc Nation brand he established alongside the Live Nation events company.
The importance of Desiree Perez to this deal cannot be underestimated as the $100 million, the decade-long deal was introduced after a period of negotiation was completed by Live Nation and a Roc Nation team headed by Perez herself. This deal was the initial moment when Desiree Perez was identified as one of the entertainment industry’s most important and strong negotiators. In 2017, the renegotiation period between Roc Nation and Live Nation opened with Desiree Perez given the task of creating a new deal which would at least match that achieved in 2008 with Live Nation.
The latest deal signed with Live Nation has doubled the funding offered to the tune of $200 million over the course of the contract. Another area of importance for Roc Nation is the growth of the partnership with Sprint which has seen the group assist Jay-Z in achieving his 14th number one album in the U.S.