Desiree Perez: A Key Figure In Recent Tidal Surge

After a shaky launch, there can be no doubt that Tidal, the streaming service purchased by Jay Z, has enjoyed a major upswing in 2016. With exclusive albums by Tidal co-owners Kanye West, Rhianna, and Beyonce, the app has added a million trial subscribers since February and has reached its highest ever point in the iTunes Store. For a service that just one year prior had been deemed as something of a failure, this Tidal renaissance has been both an unexpected and energizing trend for the music industry.

Who Is Running The Show?

After a number of executives came and went from the Tidal top spot, many have been wondering who is calling the shots during this time of resurgence for the streaming app. Those in the know have pointed to Desiree Perez, who has been closely tied to Jay Z for more than 20 years and has successfully run such enterprises as Roc Nation Sports with her husband “OG” Juan Perez. Read more: Who is Des Perez?

Perez has long been known as an incredibly tough negotiator and has been responsible for orchestrating the Beyonce Formation stadium tour as well as Rihanna’s Samsung deal. Nicknamed ‘Babe Ruthless’ by the New York Daily News, it seems entirely logical that this proven negotiator has been pulling in the five star exclusives that have breathed life and success into Tidal during the first half of 2016.

A Brand On the Rise

The Tidal streaming service has been rapidly developing a unique platform that is aimed at appealing to young users in today’s highly competitive music streaming market. With limited resources and a significant amount of debt, Tidal has still been able to gain traction on their powerful rivals such as Apple Music and Spotify.

Instead of focusing on artist back catalogs like the other streaming sites, Tidal has concentrated on offering up fresh new and next-up music that stays on the cutting edge, a strategy that is sure to appeal to today’s fast-paced, social media-driven music fans. Not only does the platform offer their Tidal Discovery platform where users can access curated lists of new releases but there is also a section on emerging artists called Tidal Rising that points listeners to up-and-coming sounds. This is not to mention Tidal X which offers exclusive live performances, further setting up Tidal as a home for those seeking both emerging artists and exclusive content from established stars.

Comments are closed.