Today, the newly renamed BlackBerry created a new role within the company: Global Creative Director.
And the Waterloo-based company filled the role with an interesting hire—celebrity singer-songwriter Alicia Keys. The 32-year-old American stepped on stage with BlackBerry CEO Thorsten Heins during this morning's BlackBerry 10 launch event to express her enthusiasim for BB10.
She told the audience in New York that she had always been interested in technology, but would only take time away from her singing and acting career for the perfect opportunity. Working for BlackBerry appears to be that opportunity. Keys, who was an "original BlackBerry power user" before switching to the iPhone last year, is back on board with BlackBerry and thoroughly impressed with the company's all-new mobile computing platform.
"I'm fascinated by technology," Keys said. "I've always wanted to work directly with a technology company."
She will work closely with carriers, app designers, retailers, and content creators in her position, which she describes as "extremely hands on."
"I'm going to work with them to explore the BlackBerry 10 platform and create ideas for its future," she said. "And I really want to bridge the gap between the work phone and the play phone," she added, noting that Balance was her favourite new BB10 feature.