Culture

BlackBerry Announces Alicia Keys as Global Creative Director

The company formerly known as RIM jumping the shark?

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During its BlackBerry 10 launch event, CEO Thorsten Heins announced a new Global Creative Director for the company: Alicia Keys.

"I'm fascinated by technology. I've always wanted to work directly with a technology company," said Keys. "I wanted to do something where I could grow professionally and personally."