Skip to main content
  1. Tech
  2. Gadgets & Tech
  3. Tech Gear

BlackBerry and Alicia Keys end 'creative director' relationship

See also

Alicia Keys is handing back the title of ‘global creative director’ to BlackBerry. According to CBC News on Thursday, the singer took on the role one year ago, which was meant to help the company grow business in a world of Apple and Android products.

As of Jan. 30 of this year, Alicia Keys will be officially out. Though she held the title of creative director, some speculated that she was little more than a presence to help promote and sell the Blackberry 10 smartphone.

However, in the statement announcing her departure, the Canadian company thanked Keys for her role in the BlackBerry Keep Moving Project, launching the BlackBerry Scholars program and advocating for women in STEM.

Despite her involvement with the company and the BlackBerry 10, GlobalNews reports that sales of the smartphone were disappointing.

BlackBerry’s statement on Thursday stated that the company enjoyed the opportunity of working with “such an incredibly talented and passionate individual.”

Naming celebrities as not just spokespeople for a product but giving them integral roles inside a company has become a big trend as of late. In 2010, Lady Gaga became the creative director for Polaroid, though they soon filed for bankruptcy. Early in 2013, Justin Timberlake became the creative director for “Bud Light Premium,” and Taylor Swift and Beyoncé announced partnerships with Diet Coke and Pepsi, respectively.

What do you think went wrong with this relationship? Or do you think celebrity “creative director” positions are the real problem?

Advertisement

Don't Miss

  • Unity
    'Assassin's Creed Unity' preview: Ubisoft comes home to its urban origins
    Games Preview
  • Smart vending machine
    This smart vending machine will recommend drinks for you based on your gender and age
    Video
    Tech Buzz
  • Destiny
    The 'Destiny' beta: 7 things we absolutely love about Bungie's new franchise
    Games Feature
  • Wi-Fi
    Find out how to stretch your Wi-Fi signal where it has never gone before
    Tech Tips
  • Unity Exclusive
    'Assassin's Creed Unity' exclusive: Tell the world, 'I'm coming home'
    Games Interview
  • Gamer ghost
    Gamer finds and plays with ghost of deceased father on a classic game
    Video
    Headlines

Related Videos: