Singer Alicia Keys was yesterday announced as BlackBerry's new Global Creative Director. As an official member of the BlackBerry team, Keys will lead new business initiatives that aim to drive engagement with BlackBerry and perception of the brand, as per a press release. BlackBerry CEO Thorsten Heins announced Keys' appointment yesterday at the BlackBerry 10 launch event.

“Alicia Keys has come to BlackBerry because she believes in the product and technology, and subscribes to our overriding philosophy to 'Keep Moving': to empower people through mobile computing and communications,” said Heins. “We are excited she will be bringing to us her enormous capabilities, as well as a vast network of relationships in the entertainment, social media and business communities, to help shape our brand and grow our business.”

Alicia Keys is the Global Creative Director of BlackBerry

Alicia Keys is the new Global Creative Director of BlackBerry

In her new role, Keys will work closely with app developers, content creators, retailers, carriers and the entertainment community to shape and enhance the BlackBerry 10 platform. “Staying connected has become a vital part of my creative process,” said Keys. “I have been using the BlackBerry 10 for a few weeks now, and I'm truly inspired by its innovation. It has entirely revolutionized the experience. I know the potential this platform has to help creative people be more productive, and help productive people be more creative. This is such an incredible age to be living in, with such profound advances in communications and technology. As Global Creative Director, my goal is to inspire creativity with this platform, and I'm so excited to jump right in.”

At the launch event, Keys revealed BlackBerry's new “Keep Moving” Project, which, the company claims, will engage BlackBerry users in exclusive and compelling experiences created by artists, writers, designers, filmmakers, musicians, and athletes. Renowned film director Robert Rodriguez  and author Neil Gaiman will be joining Keys as the first three “BlackBerry Partners”.

Speaking about he keys' appointment, Frank Boulben, BlackBerry's Chief Marketing Officer, said, “Alicia has tremendous reach, which makes her the ideal global creative director to inspire and empower creative people around the world to push the boundaries of the mobile experience. It is vital to our success to engage in a dialogue with creators and help them better succeed at what they do. We're thrilled to have Alicia's insight and passion shape our brand and grow our business.”

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