The Official BlackBerry Blog:
We have an exciting new addition to Team BlackBerry. In a true collaboration, Alicia Keys is now an official partner to BlackBerry, acting as Global Creative Director. Working closely with app developers, content creators, retailers, carriers and entertainers, Keys will be an active member of the BlackBerry community.
The bullshit, it reeks of bullshit! Paying celebrities to take “jobs” seems to be the new celebrity endorsement. Yes, even RIM jobs.
But seriously, smart move to change the company name to “BlackBerry”. Most consumers probably already thought that was the company name. And those of us who did know the actual name have basically only used it in the context of the company slowly dying over the past few years (or, well, other contexts).