The Award winning singer, songwriter and entrepreneur was named Global Creative Director at the launch of BlackBerry 10 today. As an official member of the BlackBerry team, Keys will lead an array of new business initiatives that will drive engagement with BlackBerry and perception of the brand.
According to the BlackBerry President and CEO Thorsten Heins;
"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, Keys will work closely with app developers, content creators, retailers, carriers and the entertainment community to further shape and enhance the BlackBerry 10 platform, and 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.
