A Women CEO Model: How Desiree Perez Became The CEO Model For Women In Music

Desiree Perez stands as a formidable force and a trailblazer—her rise from Bronx-born daughter of Cuban immigrants to CEO of Roc Nation charts one of the inspiring narratives of women transforming the music business. In a field historically dominated by men and lacking representation, Perez has introduced a new model of leadership—bold, inclusive, strategic, and socially conscious.

In the mid‑1990s, Desiree Perez began her professional journey as a part‑time assistant manager in New York City nightclubs, promoting hip‑hop events and booking emerging acts. It was in 1996 that she crossed paths with Jay‑Z, then an up‑and‑coming rapper. That initial club connection eventually blossomed into a long‑standing collaboration.

Perez and her husband Juan co‑founded the 40/40 Club—an iconic Manhattan hotspot. After its success expanded to Las Vegas and Atlantic City, Jay‑Z approached Perez in 2008 to become a founding member of Roc Nation, alongside himself and Ty Ty Smith. That strategic move from nightlife operations to global entertainment entrepreneurship laid the groundwork for Perez’s growth at Roc Nation—first as COO in 2009, and then as its CEO in 2019.

As Roc Nation’s CEO, Perez orchestrates multiple facets of the business—music, sports, publishing, touring, philanthropy, film and television, brand partnerships, and new ventures. Her strategic influence is unmistakable in major projects: executing Beyoncé and Jay‑Z’s blockbuster “On the Run” tour, securing Rihanna’s landmark Samsung sponsorship, and reshaping the Super Bowl Halftime Show through an exclusive deal with the NFL starting in 2019.

She is credited as Executive Producer for Emmy‑winning Super Bowl halftime shows (2022) and the award‑winning “Book of HOV” exhibit at Brooklyn Public Library, which won a Webby in 2024 . Perez also played a key role in launching the Roc Nation School of Music, Sports & Entertainment at Long Island University—demonstrating her investment in nurturing future industry talent .

Under Perez’s leadership, Roc Nation has earned high praise and multiple honors. Billboard honored her as “Executive of the Year” at the Women in Music Awards in 2019, where Jay‑Z himself announced her appointment . She has been featured on Variety500 (2021, 2023), Entrepreneur’s “100 Women of Influence” (2022), Billboard’s Power 100 lists (2023), and recognized by Hollywood Reporter among its “Top 55 Most Powerful Latin Players” (2023) and “Touring Power Players” (2024). The REFORM Alliance, Shawn Carter Foundation, RC24 Foundation and Team Roc also reflect her philanthropic involvement.

In interviews with Authority Magazine and Medium, Perez emphasized how her upbringing—the daughter of hardworking Cuban immigrants in the Bronx—instilled her relentless work ethic and confidence. She shared that as a teenager she helped her father’s moving business, driving trucks and handling logistics, and often translating for English‑speaking customers.

Her ascent, she says, was also propelled by Jay‑Z’s unwavering support. She credits him as her “north star,” believing in her potential before she fully believed in herself.

Perez’s leadership principles revolve around authenticity, transparency, and embracing pressure. She shared with Authority Magazine:

“I rarely prepare for meetings … stress … helps me perform better. … people appreciate honesty, almost more than any other trait”

Perez navigates boardrooms traditionally dominated by white men with steadiness and assertiveness. In a Billboard interview she remarked,

“I walk into a room… 30 white people… Little by little… you have to straighten some people out… and push your way forward”.

Her commitment to diversity isn’t limited to rhetoric—it’s reflected in hiring metrics (Roc Nation staff are reportedly 52 percent minority) and Festival programming, particularly at Made in America, where Spanish‑language performers and food vendors celebrate cultural inclusivity.

At Revolution’s “REVOLT” interview, Perez emphasized her sense of duty as a Cuban‑American leader:

“Everything I do … do it thoroughly … not even … for myself … for representation.” She detailed how diversity in gender, religion, ethnicity and orientation creates competitive advantage .

Social responsibility remains central to Perez’s mission. Through Team Roc, she addresses criminal justice and racial equity, partnering with REFORM Alliance and the United Justice Coalition. She served as Executive Producer on Exposing Parchman, a documentary tackling Mississippi prison reform for A&E in 2023.

Perez continues to advocate passionately for reform. She participated in the United Justice Coalition Summit, convening a broad coalition to tackle systemic issues—activists, lawyers, district attorneys, victims’ families—underlining her belief in collective action.

As one of the few Black women CEOs in music, Perez serves as an aspirational figure and mentor. Swaay observed her leading voice in diversity during the George Floyd protests, where she noted that out of 4,060 industry executives, only 10 were non‑white and two were women of color—including herself .

Her message is clear: empower women and minorities through representation, opportunity, and a commitment to merit.

“Bring diverse opinions … drive forward any organization,” she told Authority Magazine .

What’s next for Perez and Roc Nation? More music, more tours, more storytelling—Perez promises a future brimming with creative and experiential projects . She seeks to be remembered not just for deals or awards, but as

“a Latin woman from the Bronx who made it” .

Her vision extends beyond commercial success—it’s about setting a blueprint that emphasizes hard work, inclusivity, creative risk, and community impact. Through education initiatives like the Roc Nation School and her hands‑on mentoring approach, Perez ensures that the next generation—regardless of background—can see themselves in the rooms where decisions are made.

As Roc Nation continues its global rise, Desiree Perez exemplifies an executive model that combines deal‑making prowess, cultural insight, moral conviction, and a call for systemic change. Her career arc—from nightclub promotions to executive suites—embodies the American‑dream narrative, overlaid with a belief in representation and social progress.

Her leadership style—grounded in authenticity, resilience, and a readiness to challenge norms—resonates with women across industries who seek more than a seat at the table; they demand that the table be built with diverse voices.

Desiree Perez’s executive mind inspires because she proves that success in music isn’t just measured by revenue or reach—it’s defined by the power to uplift, transform, and redefine an industry, one deal, festival, and reform initiative at a time.

Entertainment Endeavor LLC