BlackBerry appoints Alicia Keys global creative director. In her new role, Keys will focus on the BlackBerry 10 platform and work with app developers, content creators, retailers, and carriers to create a device that will “… inspire creative use through its remarkable capabilities and functionality. From music to books, to film, to apps, Keys will lead the charge of enhancing entertainment consumption and distribution, through the power of BlackBerry 10,” says BlackBerry president and CEO, Thorsten Heins, in a statement to press.

“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.”

As part of the Keep Moving Project, Keys will shoot music videos and behind the scenes footage with the BlackBerry 10, as she tours the world.

“We wanted someone at the top of her field, well-respected  immensely creative, someone who incorporates tech and creativity into her day-to-day work,” Heins adds.

“I wanted to do something where I could grow professionally and personally,” Keys says in a statement on her website.

The huge buzz behind the announcement came as Alicia took the news to Twitter:


Though Alicia Keys has previously partnered with Samsung and HP on various projects, she isn’t the first person to join forces with a tech company.  Check out the other stars who have teamed up with major digital companies.

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