BlackBerry appoint Alicia Keys as "Global Creative Director"

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keys-bb10.JPGBlackBerry have announced that they’ve appointed singer-songwriter Alicia Keys as “Global Creative Director”.

A recognisable celebrity face to front the new BlackBerry re-branding, Keys admitted to being a lapsed BlackBerry user who had been courted by the new BB10 operating system’s social, multitasking and hardware revisions (and, presumably, a shed load of money).

“Me and BlackBerry are dating again,” revealed Keys at the BB10 launch today, committing to a new “long-term relationship” with BlackBerry after being wooed by “sexier” smartphones with “more bling” previously.

Alicia Keys’ role is the latest in a string of recent celebrity endorsements for tech giants: Lady Gaga shares a similar role at Polaroid, while Will.I.Am acts as Director of Creative Innovation at Intel.

Click here for more on today’s BB10 launch, and here for news on the new Z10 and Q10 handsets.

Gerald Lynch