It was a surprise to many people at the BlackBerry event when the company announced the American R&B singer Alicia Keys as creative director.
Towards the end of the presentation of the plan to drop the brand name RIM, CEO Thorsten Heins brought Alicia Keys on stage. And not just as a performer or to endorse the new products. He announced the singer and songwriter as the new BlackBerry global creative director.
I will be involved in a range of activities and the role of being “hands on’’ she said.
“I am an extremely committed and focused individual. I am going to work closely with the app designers and developers, the content creators, the retailers and the carriers to really explore this BlackBerry 10 platform and create ideas for its future,” Keys added.
She said she has been using other phones since being big fan years ago.
“I was in a long-term relationship with BlackBerry and then I started to notice some new, hotter, attractive, sexier phones at the gym. I kinda broke up with you for something with a little more bling,” she told Heins. “I always missed the way you organized my life and the way you were there for me at my job. So I started to have two phones, I was playing the field. But then you called and you said you were working it out. And now, we are exclusively dating again.”
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