BlackBerry has been full of surprises today.
The company has named singer/songwriter Alicia Keys as its global creative director, a new position for the company. By taking the job, Keys will become the creative face for BlackBerry 10.
Alicia 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.
In one project, dubbed “Keep Moving” Keys is working with creatives like director Robert Rodriguez and author Neil Gaiman, who will show how BlackBerry 10 fits into their workflows.
“We wanted someone at the top of her field, well-respected immensely creative, someone who incorporates tech and creativity into her day-to-day work,” BlackBerry CEO Thorsten Heins said.
“I wanted to do something where I could grow professionally and personally,” Keys said.
Keys didn’t waste any time tweeting about the news.
— Alicia Keys (@aliciakeys) January 30, 2013