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YEREVAN, JANUARY 31, ARMENPRESS: BlackBerry certainly surprised this morning at its BlackBerry 10 launch event. Not only did it announce its plans to drop RIM (Research in Motion) from its name - it's now just BlackBerry but towards the end of the presentation CEO Thorsten Heins brought Alicia Keys on stage and announced the singer and songwriter as the new BlackBerry global creative director.
As reports Armenpress, referring to Ria Novosti, Keys said she will be involved in a range of activities and described the role as being "hands on."
"I am an extremely committed and focused individual. I am going to work closely with the app designers and developers, the content creators, the retailers and the carriers to really explore this BlackBerry 10 platform and create ideas for its future," Keys said on stage.
Not only is there precedent in music in general, this kind of strategic partnership has already happened in Keys’s immediate family: her husband, record producer Swizz Beatz, was named creative director of Lotus Cars in 2011. No doubt BlackBerry will be using Keys in advertisements and appearances in the coming weeks and months.