Alicia Keys is joining the Blackberry team as the brand’s new creative director. The partnership was announced yesterday at an event to launch Blackberry 10.
“She believes in the product and technology,” Thorsten Heins, BlackBerry’s CEO, said in a statement. “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.”
The singer, whose role will include working with designers, app developers and content creators, said she is looking forward to becoming involved with a technology company.
“I’m fascinated by technology. I’ve always wanted to work directly with a technology company,” Keys said. “I wanted to do something where I could grow professionally and personally.”
Keys also joked she is back to dating her Blackberry “exclusively” after trying out other smartphones.