Tidal, once a company on the verge of failure has experienced quite the comeback in the last half a year. Tidal, who seemed to switch CEOs and leadership weekly may have found the person it needs to move the company into the future. Desiree Perez.
If her name sounds familiar you may be a fan of boxing. She, along with her husband, Juan Perez have been in charge of Roc Nation Sports, over seeing such deals as signing Andre Ward and Miguel Cotto.
Perez has been in close association with Tidal owner Jay-Z for almost 20 years. Her, along with her husband are members of Jay-Z’s closest business partners which also include Jay Brown, TyTy Smith, Chaka Pilgrim and Jana Fleischman.
Tidal, who has at this point in time went through three CEOs, was falling. Their subscription numbers had not been rising and they seemed overpriced for what they were offering to many would-be subscribers. This was until Tidal made a decision.
Releasing exclusive albums only on Tidal is probably the one thing that not only stopped them from closing down, but also elevated them into the streaming juggernaut that it has almost instantly transformed into. Beginning with Rihanna and T.I. and the more recent releases of Beyonce’s Lemonade and Kanye West’s The Life of Pablo, subscription numbers skyrocketed.
Reliable sources behind closed door point towards one individual when credit is due. Desiree Perez. These sources credit her with being closely affiliated with the Beyonce Formation tour and she played a pivotal role in the Rihanna and Samsung deal. In what seemed like a blink of an eye Desiree Perez’s decision to release music in such a manor has taken Tidal’s former idea of holstering a wide variety of music from the past and instead gave them a new one. To look forward and to focus on the music of the future.
People want music and if their current platforms do not give them the music they want, they will either switch or welcome a new service into their life. If Tidal continues to release exclusive content from top talent like Kanye West and Beyonce, other streaming services better prepare for the worst.