The newly renamed BlackBerry not only revealed its new operating system and two new handsets during its launch event today, it also announced that Grammy Award winning singer Alicia Keys will now serve as Global Creative Director, according to the Los Angeles Times.
Keys was introduced at the tail end of the event by BlackBerry CEO Thorsten Heins. She said that she is going to be working with developers, retailers and carrier partners to spread the gospel of BlackBerry.
Keys has a new album out and is one of the most respected and popular names in the music industry, especially among the younger demographic.
The pairing makes sense for a company that is struggling to reshape its image from that of a stodgy business-only organization to one that is both business-friendly while still managing to be hip.
Keys isn’t the first celebrity to be named as the creative director of a tech company.
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