The Live Nation events brand is about to feel the full force of the business negotiations of Desiree Perez, the Roc Nation executive who has built her reputation on being the toughest negotiator in the entertainment industry. Recently, Perez has been concentrating on the launch of the Roc Nation sports agency but has returned to the popular press following her appearance at the Santa Monica, California head office of the Universal Music Group alongside Shawn “Jay-Z” Carter amid rumors of a greater presence with Roc Nation being sought by Universal head Sir Lucien Grainge.
Universal music Group already has a distribution deal with Roc Nation and has been rumored as a possible replacement for the Live Nation company as the lead partner for Jay-Z’s fast growing empire. Live nation agreed to a decade long $150 million deal with Roc Nation negotiated by Desiree Perez which has been described as breaking the mold for the entertainment industry with the development of what has become known as a “360” deal. The deal with Live Nation is due to terminate in 2018 with both parties given the opportunity to continue with the arrangement or to sell their shares in the merged company to an outside party and more
Desiree Perez has grown to become one of the leading female executives in the entertainment industry because of her role with Jay-Z’s SC Enterprises which has encompassed the development of the newly created sports talent agency featuring names such as Alex Rodriguez. Through her role as a member of the Hova Circle of Influence at Roc Nation, Desiree Perez has become an expert in handling issues from departments as diverse as publishing, marketing, and live events.