BlackBerry has tapped the star powers of 14-time Grammy Award winning artist and songwriter Alicia Keys. Keys, a self-confessed BlackBerry user, is joining the company and will now act as its Global Creative Director. She is expected to work closely with app developers, content creators, retailers, carriers, and fellow entertainers. Keys will also be responsible of enhancing the entertainment consumption and distribution of BlackBerry 10 and will be an active member of the BlackBerry community as well.

“Alicia Keys has come to BlackBerry because she believes in the product and technology, and subscribes to our overriding philosophy to ‘Keep Moving’: to empower people through mobile computing and communications,” said BlackBerry President and CEO Thorsten Heins. “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.”

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