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| Blackberry’s former CEO Thorsten Heins presenting Alicia Keys as global creative director last year |
Grammy-winning, R&B Singer Alicia Keys will be stepping down from her position as the global creative director at Blackberry on the 30th of January 2013.
This brings to an end the year long collaboration between the singer and the smartphone maker. Keys was appointed to “lead an array of new business initiatives that will drive engagement with BlackBerry and perception of the brand”. Unfortunately she came on board as the smartphone maker was promoting its Blackberry 10 operating system, a product rollout that flopped.
The move comes as BlackBerry is repositioning itself from the consumer market to focus on businesses, governments and other large organisations.
According to the Canadian company, “BlackBerry and Alicia Keys have completed our year-long collaboration.” “We have enjoyed the opportunity to work with such an incredibly talented and passionate individual.”
Though there was a little bleep along the way when some tech blogs noted a tweet from her verified Twitter account that appeared to have been sent from an iPhone. Keys said at the time her account had been .
