Alicia Keys no longer 'creative director' at Blackberry
theGRIO REPORT - Alicia Keys' time has come to an end as the global creative director for smartphone maker Blackberry.
Alicia Keys’ time has come to an end as the global creative director for smartphone maker Blackberry.
The singer was appointed to the position in January 2013 and her year-long collaboration with the company is now complete, according to an official statement released by a Blackberry spokesman.
No specific reasons for Keys’ departure were provided however, The New York Times reports that the telecommunications company has grappled with a $4.4 billion loss in its last quarter.
In the midst of their decreasing sales, the company has fired several senior executives and has plans to lay off close to 40 percent of their staff. The company’s CEO Thorsten Heins was also ousted and replaced by the current chief executive John Chen.
During her stint as the global creative director, Keys made public appearances for some of the company’s new initiatives and products while some can say her participation was minimal. Beyond that, she made additional efforts by asking fans to submit photos of themselves to be used in one her music videos as part of the company’s “Keep Moving Project.”
Blackberry was not the first to sign on a celebrity under that role. Lady Gaga holds the same position at Polaroid while rapper Will.I.Am is under that role at Intel.
Keys’ last day at Blackberry will be at January 31.
Follow Lilly Workneh on Twitter @Lilly_Works
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