Alicia Keys Is BlackBerry's New Global Creative Director In New York This Morning

BlackBerry Names Alicia Keys As Global Creative Director Amid Plunging Market Shares

Canadian smartphone maker Blackberry announced singer-songwriter Alicia Keys as its new global creative director at its Blackberry 10 launch event in New York this morning.

Introduced at the corporate unveiling by BlackBerry President and CEO Thorsten Heins, Keys is stepping into a position specifically created for her to “inspire the future” of the company.

In addition to changing its name from Research in Motion (RIM) to Blackberry, Heins’ press release said Keys will work “closely with app developers, content creators, retailers, carriers and entertainers.”

The release continued:

“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.”

Keys told reporters in the Q & A that followed that she had previously been a Blackberry power user but switched after noticing sexier phones at the gym.

The “Girl on Fire” singer said she has now moved back to only using BlackBerry and was now juggling two phones: a Blackberry for work and a personal one.

BlackBerry President and CEO Thorsten Heins Launches the Blackberry 10 operating system and two new smartphones