Alicia Keys Named Global Creative Director For Blackberry
January 31, 2013 at 3:57 AM (PT)
ALICIA KEYS was a big part of the BLACKBERRY 10 introduction party in NEW YORK YESTERDAY (1/30), when it was announced that she'd be joining the company as "Global Creative Director." The company, formerly known as RESEARCH IN MOTION (RIM), also changed it's name to BLACKBERRY.
"I think bringing ALICIA KEYS in was really kind of clever," GARTNER analyst MICHAEL GARTENBERG told USA TODAY. "It's one thing to bring in a celebrity at launch and have them perform. It's another thing to bring in a celebrity and say this is our new creative officer."
KEYS told the crowd that she had been in a relationship with a BLACKBERRY until she broke up with the smartphone for another (unnamed) sexier rival. The BLACKBERRY 10 wooed her back.