2022 Impact 50: Desiree Perez

Roc Nation

As head of one the music industry’s, indeed the world’s, most dynamic and wide-ranging entertainment companies, with management, label, talent agency, branding clothing, publishing, philanthropy and other divisions, Roc Nation’s star continues to ascend. And 14 years since its founding, Desiree Perez has steered the ship to new and daunting heights – even amidst a live entertainment shut-down.

“2021 was the beginning of a successful return to live events. In February 2022, we executive produced the most-watched Halftime show of the past five years, garnering 208 Million viewers,” Perez says in reference to the spectacular Super Bowl performance featuring Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, 50 Cent and Eminem.

That, however, was just but one initiative. “In November, our philanthropic arm, Team Roc, staged a job fair that hosted over 2,000 New Yorkers and provided services such as resume writing and legal services on site,” Perez continues. “In September 2021, Roc Nation produced our annual music festival, Made In America, in Philadelphia, hosting over 50,000 attendees a day without an outbreak.”

As a minority-owned and operated company, Roc Nation continues to nurture, guide and promote executive talent from wide array of backgrounds.

“We focus on representation and remove barriers of entry at every level and in every discipline,” Perez says, “including production, management, branding and more.”
Meanwhile, Roc Nation is continuing to work their artists in the coming year with Alicia Keys and Megan Thee Stallion returning to global touring.

As for the future, Perez knows better than most why live is everything. She says, “Nothing will ever replace the thrill and rush of adrenaline from seeing a live performance. Tour routings, artist lineups will change and more live streaming will be incorporated, but the live experience is not replaceable.”