BlackBerry parts ways with Alicia Keys

The Canadian smartphone maker had appointed the Grammy Award winner as its Global Creative Director last year to boost the image of its BlackBerry 10 platform

e4m by Abhinna Shreshtha
Updated: Jan 6, 2014 7:52 AM
BlackBerry parts ways with Alicia Keys

BlackBerry and Alicia Keys have called quits on their one-year long relationship.  BlackBerry had appointed Alicia Keys as its Global Creative Director in January last year to boost the image of its then newly launched BlackBerry 10 platform. However, a year on, the BlackBerry 10 has not been able to turn around the smartphone maker’s fortunes, which could have contributed to this decision. An official reason for the removal of Keys has not been given.

In its Q3 FY14 results filing, the company acknowledged that sales of BB10 devices had been less than satisfactory. In the same filing, the company also cancelled the launch of two new devices and said it expects a loss of around $4.4 billion.

In India, BlackBerry had roped in Ranbir Kapoor as its brand ambassador in 2012 on a two-year initial contract.

Tech companies have been known to associate with well-known celebrities. Lady Gaga has served as Creative Director for Polaroid, while from Black Eyed Peas was named Intel’s Creative Director in 2011. Irish band U2 also has a well-publicised association with Apple.

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