The image of RocNation is linked almost entirely to that of its founding partner, Shawn “Jay-Z” Carter who has always been known as the face of the label since its formation in 2008. Since 2009, the RocNation brand has benefitted from the work and business sense of COO, Desiree Perez who has taken control of the day to day running of the multi-dimensional entertainment industry company she has turned into a TV, film, and sports conglomerate after it was launched as a record label.
Desiree Perez has become one of the world’s best-known business leaders through her work with Roc Nation which includes her decision to bring into the group a number of partners from other industrial sectors. One of the most difficult puzzles the executives have been seeking to solve has been the development of the Tidal streaming service; Desiree Perez has since taken control of the development of the streaming service with the creation of a $200 million partnership with Sprint which has allowed the service to become a rival to its more established peers. The personal interest taken in Tidal by Desiree Perez includes her own creation of various playlists and recommendations which have become important to listeners looking for the next big artist to break out at RocNation, and learn more about Desiree Perez.
Creating corporate partnerships has become a major part of the development of the RocNation brand with a trickle-down effect to the various artists at the label who are also looking to Desiree Perez as the best partner to build a personal brand. Even Jay-Z recently sought the assistance of Desiree Perez in creating a live partnership with Puma for his “4:44” world tour which proved to be more than 20 percent more profitable than his previous tour due largely to the intervention of Desiree Perez, and her Facebook.