"We are directly engaging with a set of conversations with creative people to inspire the future of BlackBerry," said BlackBerry CEO Thorsten Heins today before introducing Alicia Keys as the company's new Global Creative Director, a position created specifically for the R&B superstar.
Despite having initially left the platform for her quest of a "hotter, sexier phone," as reported by such outlets as Pandodaily, Keys is proud to take on her new role with BlackBerry, referring to her own, characteristically, as, "quite fly."
The Verge went on to refer to the somewhat tempestuous "long-term relationship" between Keys and BlackBerry as having been "renewed... after [Keys'] straying during its bling-less doldrums." It was in fact a year ago Keys went so far as to proclaim her defection thusly on her Tumblr: "I've become an iPhone junky! Sad but true. (are u one too?) These are some of my favorite images from my latest download... ;-)"
Nevertheless, all seems copacetic between the "No One" singer and her latest pseudo-steward, with Verge too going on to note Keys' use of "fly" in describing how she feels about her BlackBerry today.
Similar to other celebrity spokespeople (let's be honest about it, shall we?) working with tech companies such as Will.i.am (whose own euphemistic role at Intel was "Director of Creative Innovation"), Keys' main job duties will include being herself and flaunting her BlackBerry as much as possible while doing it. She'll be taking her phone on her upcoming "Set The World On Fire" tour, of course, making a new "music video" (another euphemism, most likely) in ever city she visits.
BlackBerry will also be doing their damndest to tap others they see as "the world's most inspirational people" (read: Robert Rodriguez and Neil Gaiman; sheesh, who's next? Betty White and that weird alien Pepsi girl from the early millennium?) in making the platform appear cooler, hipper, sexier, and - of course - way more "fly" than its competitors.
Keys, meanwhile, will be doing her damndest to remain enflamed by the thrust of her latest album, Girl on Fire, released last November. Her last album, The Element of Freedom, came out four years ago and thusly, perhaps, Keys may be discovering that grabbing a new phone is far more effortless than making new music.
That's one tune we'll all have to wait on to see how well she sings.
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