Leadership & Philanthropy
As CEO of Roc Nation, Desiree Perez leans on an artist-first mentality. When launching and elevating Roc Nation clients’ careers and portfolios, she strives to shape and accelerate their impact beyond the music and sports landscape, diversifying their reach to be broader and more enduring, and scaling across verticals. Desiree works to enhance Roc Nation clients’ overall market presence, while laying the foundation for personal legacies, branded companies, and charitable initiatives and campaigns.
“Work ethic is number one here. If something needs to be done, even if I have to mop the floor myself, that’s not beneath anyone. Roc Nation is roll-up-your-sleeves, hands-on and get-it-done.”
– Desiree Perez, Pollstar (2026)
Desiree Perez's Leadership Philosophy
Desiree’s philosophy emphasizes building trust through transparency, staying focused on the mission and empowering the right people. She has helped Roc Nation clients land highly sought-after opportunities in media, beauty, fashion, luxury spirits, and other consumer products. Examples include Rihanna’s FENTY empire, Megan Thee Stallion’s Hot Girl Swim line, Lil Uzi Vert’s Vans team-up, and A$AP Rocky’s AWGE, among others.
Aside from client-facing responsibilities, Desiree has taken Roc Nation to new ground, capturing significant deals for the organization, such as the long-standing relationship between Roc Nation and the National Football League. Under Desiree’s leadership, Roc Nation serves as the NFL’s Official Live Music Entertainment Strategist, producing the globally recognized Super Bowl Halftime Show. Her work as an executive producer has earned multiple Primetime Emmy Award nominations.
“Leadership is everything, so you create culture with strong leadership.”
– Desiree Perez, Pollstar (2026)
Desiree Perez's Philanthropy and Social Justice Work
Philanthropy and social justice are central to Desiree Perez’s leadership philosophy and personal mission. She has long used her platform, influence, and executive expertise to champion criminal justice reform and expand opportunities for underserved communities. In recognition of her advocacy, she received the Harry Belafonte Social Justice Award from The Gathering for Justice, where she has also provided strategic leadership and support, including helping organize the 2020 March for Stolen Lives and Looted Dreams.
She has helped bring together advocates, policymakers, community leaders, and the entertainment industry to raise awareness, influence policy, and support initiatives that address systemic inequities. From public education campaigns and annual justice summits to legislative advocacy, Desiree’s work reflects her belief that leadership carries a responsibility to create lasting social impact.
United Justice Coalition
As a founder and board member of the United Justice Coalition (UJC), Desiree champions criminal justice reform through advocacy, education, and community engagement. Under her leadership, UJC has launched initiatives such as the Corruption Uncovered podcast; the #EveryonesChild campaign, public service announcements that carry forward the legacies of those affected by police violence and systemic racism; and the annual UJC Summit that convenes leaders to address justice and equity.
REFORM Alliance
As a founding board member of REFORM Alliance, conceived after the wrongful incarceration of musician Meek Mill, which subsequently resulted in the #FreeMeek movement, Desiree helps advance efforts to reform America’s probation and parole system through legislative advocacy and policy change, creating more equitable opportunities for individuals impacted by the criminal justice system and magnifying the voices of those affected by the system. REFORM seeks to promote safe second chances, effective accountability, and safety and prosperity for those within the corrections and rehabilitation system.
“This work isn’t about being invited to the table or how you get there. It’s much bigger than any one of us. However you show up in whatever capacity you choose, as long as you do, we will weaken the walls of injustice.”
– Desiree Perez, The Gathering for Justice Gala (2025)
Team Roc
Social justice has been central to Roc Nation since its founding, with Team Roc becoming a formally recognized division of the company in 2018. As a founding member of Team Roc, Desiree has helped shape its mission to create meaningful change in marginalized communities in the U.S. and across the globe.
Team Roc advances its mission through activism, documentaries, open letters, public campaigns, legal advocacy, community engagement and investment, education initiatives, disaster relief, public health endeavors, youth programs, and joint initiatives with well-known organizations, including Feeding America.
As of 2026, Team Roc has:
Served more than 5.2 million individuals
Directed more than $94.6 million toward social impact initiatives.
Advocating for Justice
Under Desiree’s leadership, Team Roc has supported numerous campaigns and initiatives. Notable efforts include:
- TIDAL X benefit concerts
- The TIDAL Aid for Hurricane Maria relief program.
- Until Freedom Rally for Breonna Taylor.
- Cause Village at the Made in America festival.
- #Justice4KCK, highlighting corruption within the Kansas City, Kansas Police Department.
- Parchman Prison Reform, advocating for improved conditions in Mississippi correctional facilities.
- Legal advocacy that has contributed to dismissed charges, wrongful conviction cases, and civil rights actions.
- Public support for cases involving Sonya Massey, George Floyd, Julius Jones, Botham Jean, Ahmaud Arbery, Eric Garner, and others.
How Desiree Perez Supports Artist Philanthropy
As CEO of Roc Nation, Desiree, along with fellow Roc Nation executives, has fostered a culture in which Roc Nation artists use their platforms to support causes they care about. Examples include:
The Pete & Thomas Foundation, which teamed up with Habitat for Humanity to repair the homes of older residents in Texas.
The UPNYC Initiative, which addresses food insecurity in New York communities.
The RC24 Foundation, which helps underserved youth and communities through education and community healthcare.
The Sean Anderson Foundation funds academic and wellness resources such as scholarship funds and physical and mental health initiatives.
The Shawn Carter Foundation, founded with his mother Hon. Dr. Gloria Carter, bridges the opportunity gap in education and offers wealth-building workshops, a national scholarship fund and an annual HBCU Bus Tour.
Desiree Perez's Commitment to Mentorship and Education
Desiree believes it is necessary to educate the next cohort of leaders, innovators, and changemakers entering tomorrow’s workforce. She regards the importance of remaining inquisitive, listening, commitment, discipline, and acuity as essential leadership qualities. According to Desiree, leading by example while fostering growth and imparting wisdom and expertise to emerging professionals through structured and real-world, hands-on experiences and access to industry experts is essential. Examples of this commitment include:
Roc Nation Summer Academy
Roc Nation Summer Academy is an annual camp held at Long Island University for high school students seeking further instruction in music technology, sports management, and vocal performance. The program reflects Desiree’s belief that meaningful mentorship and real-world experience are essential to developing future leaders.
Team Roc and REFORM Alliance Career Development
Job Fairs supported by Team Roc and REFORM Alliance encourage career exploration and readiness by equipping candidates for professional success. Candidates include the formerly incarcerated, veterans, and other historically underrepresented individuals. Support of events like this demonstrates Desiree’s commitment to removing employment barriers and developing talent pipelines to achieve long-term, positive outcomes for marginalized communities.
“We’ve always considered it both an honor and a duty at Roc Nation to pass our knowledge to the younger generation, as they are the leaders of the future, and we are counting on them.”
– Desiree Perez, Long Island University (2021)
How Desiree Perez is Breaking Barriers in Entertainment Leadership
As a prominent female executive in the entertainment industry, Desiree has helped redefine what leadership looks like at the highest levels of music and entertainment. Desiree has long championed a workplace culture where talent, collaboration, and diverse perspectives drive innovation. She has spoken about the importance of creating environments where women are trusted as leaders and where people from different backgrounds have a seat at the table, emphasizing that inclusion strengthens both creativity and business outcomes.
Championing Women in Executive Leadership
Under Desiree’s leadership, Roc Nation has become known for fostering an inclusive workplace and empowering women across creative, business, and executive roles. She has noted that women make up more than half of the company’s staff, reflecting a culture built around opportunity and merit.
Supporting Diversity Across the Entertainment Industry
In 2018, Desiree joined other leading female music executives in signing an open letter to The Recording Academy calling for greater diversity, inclusion, and equal opportunity across the music industry.
Recognition for Leadership Excellence
Her influence has been recognized through honors such as Billboard’s Women in Music Executive of the Year and subsequent recognition as one of the industry’s leading executives, underscoring the impact of her leadership beyond Roc Nation.
Learn more about Desiree’s professional and personal accomplishments