How Desiree Perez Led To A Revival Of Tidal

In the few years after its debut, the new online music streaming service Tidal was in rough shape. The company, backed by Jay Z, had burned through it’s third Chief Executive Officer and seemed destined to be an also-ran against competing services. Suddenly the fortunes of Tidal turned around on the basis of exclusive content and a more refined music experience. This turnaround is credited to Desiree, also known as Dez, Perez. who has been furiously working behind the scenes to make operational changes in how the company operates and signing deals with big name musicians.  For updates on Dez recent timeline activities, click on

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Dez Perez has been a friend and associate of Jay Z for almost 20 years. He knew that bringing her in would lead to needed changes and likely lead to more users of Tidal. Check for related article.  Perez quickly got to work and signed deals with some of the biggest names in the music industry including exclusive albums released by Rihanna, Beyoncé, Kanye West, and T.I. being released only on Tidal. Just after Kanye West’s album TLOP released on Tidal the app rose to its highest chart placing ever on the iTunes Store and garnered an 1 million new trial members.  Check for related article.

Another change at Tidal was that it became focused on what was new in the music industry instead of being a curator of older music. This change not only appealed to more users of the app but it also cut Tidal’s costs as having a large catalog of back music is very expensive. This change was due to Desiree Perez as she is known as a person with an excellent ability to run numbers in her head and quickly calculate cost/benefit ratios. The app now offers two primary offerings; a hand-picked selection of new releases and another section dedicated to emerging artists and exclusive live performances.  Head over to for additional article.

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