#alicia keys

Brian X. Chen for NYT:

BlackBerry has named the singer Alicia Keys as its global creative director. At a press conference in New York on Wednesday, Ms. Keys said that she and BlackBerry were now “exclusively dating,” even though previously she had dumped the BlackBerry because she had been attracted to “hotter, sexier phones, something with more bling.”

There’s just one glitch: Her Twitter account shows she was very recently spending time with an iPhone.


Okay, okay, sure: she could still be on her iPhone since the new BlackBerrys (BlackBerries?) aren’t technically out yet. BUT, as an “officer” of the company now, don’t you think she’d have access to one when say, those reviewing the devices for tech blogs do?

That smell, what is it? Oh, right. Bullshit.

I can’t believe I’m still writing about Alicia Keys right now. Shoot me.

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).