In a surprising announcement, BlackBerry Chief Executive Thorsten Heins, has named Alicia Keys as the Canadian phone manufacturer’s new Global Creative Director.
The announcement was made towards the end of the BlackBerry 10 (BB10) launch event which was streamed live at various city’s across the world including Johannesburg this afternoon.
BlackBerry state that musician Keys will “lead an array of new business initiatives that will drive engagement with BlackBerry and perception of the brand”.
Heins said: “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.
“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.”
In her new role, the 14-times Grammy Award nominee is going to work closely with app developers, content creators, retailers, carriers and the entertainment community to further shape and enhance the BlackBerry 10 platform.
Furthermore it is hoped her involvement will inspire creative use of the BB10 platform.
Keys said: “Staying connected has become a vital part of my creative process.”
“I have been using the BlackBerry 10 for a few weeks now, and I’m truly inspired by its innovation. It has entirely revolutionized the experience. I know the potential this platform has to help creative people be more productive, and help productive people be more creative.
“This is such an incredible age to be living in, with such profound advances in communications and technology. As Global Creative Director, my goal is to inspire creativity with this platform, and I’m so excited to jump right in.”