BlackBerry has announced a new position, Global
Creative Director, and hired its own in-house
celebrity to fill the role: Alicia Keys. Keys was
apparently chosen for renewing her “long-term
relationship” with BlackBerry after straying during
its bling-less doldrums, as she illustrated with a
long anecdote about her romance with the newly
“fly” platform. Though Keys says she’ll be working
closely with BlackBerry developers and is
“fascinated by technology,” her role is more
similar to that of another celebrity: Will.i.am, who
was previously named Director of Creative
Innovation of Intel. All in all, it’s quite the
turnaround from calling herself an “iPhone junky”
last year — how the heart does wander.

BlackBerry is also trying to pull in some other big
names: Neil Gaiman and Robert Rodriguez
(referred to as the “world’s most inspirational
people”) will be using the platform for a film and
art/storytelling project, respectively. We’re not
quite sure yet what that will mean in practice —
though BlackBerry’s been pushing its typing
chops pretty hard, so making somebody write a
novel on their phone isn’t out of the question.
Keys, meanwhile, will be taking the BlackBerry on
tour and will use it to create a music video for
every city she visits. All these projects will involve
collaborating with new BlackBerry 10 adopters,
throwing some potential celebrity interaction in to
sweeten the deal for anybody who’s on the fence.

TechWrapZA

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