The decision to expand the Roc Nation brand from its roots in the music industry to include a newly developed sports agency and almost every aspect of the entertainment industry has seen the importance of Desiree Perez to the group grow. After working with Roc Nation founder, Shawn Carter, better known as rapper Jay-Z since the establishment of his SC Enterprises, Desiree Perez has now become one of the most trusted members of his Roc Nation circle of influence; the lack of a traditional management structure at Roc Nation has allowed Perez to become knowledgeable of all areas of the entertainment industry.
The music industry is leading the way with a number of high-profile female executives making their way to the top of the industry in a positive and important way. Billboard’s recent list of the top female executives in the entertainment industry includes Desiree Perez largely because of the tough negotiating style she has developed over the years to build the Roc Nation brand in a successful way; a decade ago, Desiree Perez negotiated the partnership agreement between Roc Nation and Live Nation in a deal changing the face of the entertainment industry and putting the Jay-Z founded label on the map for mainstream music fans.
Desiree Perez is not solely known for her negotiating skills but also brings with her a positive experience for the artists she chooses to mentor for the label. One of those who has seen something of a career renaissance under the guidance of Desiree Perez is Rihanna, who has seen her career reach new heights with the aid of the experienced entertainment executive. In building new partnerships between Roc Nation and many major entertainment industry brands, Desiree Perez hopes to bring about a new way of mentoring new artists as they build their own brand in popular culture.