Chief executive officer of BlackBerry Thorsten Heins and singer-songwriter Alicia Keys attend the unveiling of the Blackberry 10 on Wednesday, January 30 in New York City. Alicia was named “Global Creative Director” of the brand.
Since the release of the iPhone, Blackberry has been slowly falling off so now they are reaching out to celebs to see if it works. Let’s see if Alicia can help bring back the momentum. Here is what she said about her new job title:
I’m going to work closely with the app designers, the developers, the content creators, the retailers and carriers to really explore this Blackberry 10 platform and create ideas for it’s future.
Most importantly, I want to further enhance this concept of having your work life and your personal life all together in one device. I really want to bridge the gap between the work phone and the play phone.
View video of the press conference below.
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Alicia Keys has been on her business mode. She recently executive produced and composed music for the indie flick, “The Inevitable Defeat of Mister and Pete,” which premiered at Sundance earlier this month.