Move over iPhone and Android, Alicia Keys is team BlackBerry! The R&B superstar was just named the Global Creative Director of the Canadian technology company.
“I was in a long-term relationship with BlackBerry and I started to notice some new hotter devices at the gym,” Keys admitted during the BlackBerry 10 launch in New York. “So I broke up with you for a while. I missed the way you organized my life, so I carried two phones and played the field a bit. But then you gave me a call, told me you’d been working out. Now I’m happy to announce we’re exclusively dating again!”
Keys promised to work closely with app developers, retailers and content creators to promote the product in her new role. “I want to further enhance this concept of having your work life and your personal life in one device,” she continued, referring to BlackBerry Z10’s improved business and consumer functionality. The 14-time Grammy-award winning singer-songwriter also plans to use the device to shoot music videos during tour stops that “capture sights, sounds, and fans of every city that I visit.”
BlackBerry President and CEO Thorsten Heins joined Keys on stage to explain his reasoning behind the partnership. “Alicia Keys has come to BlackBerry because she believes in the product and technology, and subscribes to our overriding philosophy to ‘Keep Moving,’ to empower people through mobile computing and communications,” he said. “We are excited she will be bringing to us her enormous capabilities, as well as a vast network of relationships in the entertainment, social media and business communities, to help shape our brand and grow our business.”