There has never been a moment when Jay-Z doubted the rise of Tidal. Unfortunately, there were many other people that did doubt what Tidal could do. He had to be street smart in order to connect the dots to the making money and growing his customers base. He could not afford to let other businesses that did music streaming blur his vision. That is why he made the decision to bring in Dez Perez. She has been a strong influence, and she has helped him run the company in a way that he may have never guessed he could run it.

 

Perez has become the creative force that has allowed Tidal to keep going when people thought that Jay-Z could not put this off. Perez has a keen business sense. She knows about business deals, and she really has been able to keep a lot of people interested in what Tidal is doing next. That is the thing that makes people pay attention to this business. They are scared not to be plugged into what is happening with this streaming music service because they think that they are going to miss something. Customers are concerned that a new Beyonce or Kanye West single may surface and they might miss out. This is the type of spontaneous environment that Desiree Perez created has helped.

 

This has been a hard road because there are no many people that have already signed up for streaming service like Pandora or Spotify. The Pandora site has been around for a long time. There are also some people that are still interested in radio apps. These are people that may be interested in hearing different radio personalities in different cities. There are a lot of ways for people to hear music so Tidal was really fighting an uphill battle from the start.

 

Dez Perez would be the connection to a world where deals were negotiated with great payouts upfront. She was able to help Jay-Z see that it made sense to get artists that were connected with Tidal on big tours. This would inspire fans to take interest in what these performers were doing. They would be drawn to the new music. There was also a need to provide exclusive content. That is why there are deluxe albums featured on the Tidal site with tracks that are not available for streaming elsewhere.

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