COVID-19 pandemic changed the entertainment landscape, with concert organizers increasingly obligated to safeguard the safety of attendees. The concerts can easily turn into super-spreader events that can potentially endanger the lives of more than just the attendees. Roc Nation’s co-founder and chief executive officer, Desiree Perez, recently announced multiple guidelines and restrictions aimed at safeguarding concert-goers for the upcoming Made in America concert. The multiday music festival, created by Jay-Z, Roc Nation’s co-founder, will be held between September 4 and 5.
In a complete departure from other similar events, Desiree Perez announced that the concert will be restricted to masked attendees only. Concert-goers will also be required to submit a negative COVID-19 test. Attendees must take the test 48 hours before the concert. Alternatively, ticket holders can also show proof of the COVID-19 test at the entrance. Desiree also announced that ticket holders can get tested at the gates. Ticket refunds will be issued to any of the over 60,000 people expected to attend the event.
The two-day music extravaganza will be held at Benjamin Franklin Parkway and will be headlined by leading artists. Roc Nation has partnered with the local Philadelphia city government and Health Pass app to ensure these health guidelines are followed. She held that the restrictions follow the Philadelphia state’s policy on hosting and attending outdoor events.
The new initiatives underscore Desiree Perez’s excellent leadership track record. Desiree has blazed trails for the company since leaving her chief operations officer position in 2019. As the CEO and COO of the company, Desiree has overseen a period of operational success. She has expanded Roc Nation’s service portfolio beyond entertainment.
The record label also offers management services for athletes and artists. The award-winning corporate leader has risen through the ranks in the industry. The former part-time nightclub manager also supports charities. Roc Nation also runs a music school where the next generation musicians are nurtured.