BlackBerry makes "Keys" change; Alicia out

BlackBerry makes
One year after being hired by BlackBerry to be its "Global Creative Director," Alicia Keys and BlackBerry have parted ways. The singer, whose latest album cover was prominently featured on the screen of the BlackBerry Z10 and BlackBerry Q10 in advertisements and promotional pictures of the two devices, was supposed to be a symbol of the "new" BlackBerry. Instead, as BlackBerry crashed and burned during 2013, Keys seemed to distance herself from the company.

The Grammy winner did get involved in one promotion that had fans send her pictures that she used in music videos tied to her tour. But that was the extent of her collaboration with the handset manufacturer. And with Thorsten Heins out as CEO, Keys was seen as a symbol of the old regime. New CEO John Chen has come into BlackBerry vowing to turn the beleaguered company around with a focus on the enterprise and emerging markets. With the focus away from consumers in the U.S. and Europe, Ms. Keys' name is no longer a selling tool for the company.

source: Reuters



1. Duketytz

Posts: 534; Member since: Nov 28, 2013

That burn when you realised she used an iPhone when being the "Global Creative Director" of Blackberry. BB probably fired her.

10. Chaseism

Posts: 82; Member since: May 08, 2013

Thing is, I never really understood this combination. Alicia Keys is indeed talented and somewhat popular, but not enough that people are going to put down their Android or iOS devices. It's kind of like when Apple and U2 parted ways and Blackberry picked them up. They never seem to get the start that's currently on top...even if their stardom is limited. What also is odd is that Keys isn't really known for being creative other than in her music. It's not like Lady Gaga, Katy Perry, Daft Punk, or hell, even Justin Timberlake. Tweeting from an iPhone doesn't help either. Had she spent more time using a Blackberry, maybe she could have made a solid attempt at driving the creative force behind it.

11. Extradite

Posts: 316; Member since: Dec 30, 2013

I thought your usename was JeffTheBeat befor. That avatar picture was used for his name... Does any off you guys remember that guy....?

12. Chaseism

Posts: 82; Member since: May 08, 2013

It was JeffdaBeat. I had my name changed along with my username. Plus PhoneArena said I could have both.

15. rdaex

Posts: 152; Member since: Oct 24, 2012

Lies... Youre such an imposter. The Jeff I knew is dead!!

16. corporateJP

Posts: 2458; Member since: Nov 28, 2009

Regardless, I'd love to give her a full-body massage.

2. power_x

Posts: 264; Member since: Aug 28, 2013

she used an iPhone to tweet rather than a BlackBerry , that's why they fired her iTraitor

3. Extradite

Posts: 316; Member since: Dec 30, 2013

But normally stars, hero, heroine, and well of people use Vertu and BlackBerry Porsche phones. Not iPhones.

4. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

They can't really blame her for doing that, the App Store has over 1 million apps and the BB App World is 10x less than that. Who's fault is this? BlackBerry.

5. Extradite

Posts: 316; Member since: Dec 30, 2013

The bottom picture, she looks half man, half women The top left picture, she looks pretty.

7. fanboy1974

Posts: 1345; Member since: Nov 12, 2011

Good looking women should never dress as dorky guys.

8. TreyTreyTaylor

Posts: 728; Member since: Dec 21, 2010

Dorky guys lol. She'd look good in a trash can.

9. jamesedward318 unregistered

No matter how fine she is, she still didn't convince me to buy a Blackberry.

13. darkkjedii

Posts: 31083; Member since: Feb 05, 2011

She is smoking hot

14. roscuthiii

Posts: 2383; Member since: Jul 18, 2010

The 2013 Blackberry marketing strategy is perfectly summed up using these two Alicia Keys photos as a metaphor: What they tried to sell you, the top photo, is abso-freakin'-lutely gorgeous... until you realize it's been airbrushed. Okay, more likely photoshopped. And, that's already after quite a bit of makeup had been applied. However, what you're really getting, the bottom photo, is a dork in a suit.

17. corporateJP

Posts: 2458; Member since: Nov 28, 2009

I wouldn't kick her out of the bed unless she's better on the floor. You probably don't even know what a woman is, do you?

18. roscuthiii

Posts: 2383; Member since: Jul 18, 2010

My comment refers only to those two photos as they relate to the Blackberry metaphor, nothing whatsoever to do with my opinion of Ms. Keys. She is a naturally talented woman and just as naturally beautiful, however it is pretty obvious the top photo is doctored like a magazine cover while the bottom is just as obviously catching her at bad angle in the wrong light. Now, as to your ad hominem... what are you, twelve? I'm bored so I'll play your game, boy. How about something like: "Riiiiight... Kick Keke (yes, I get to call her Keke) out of bed?! Son, how you gonna take control of her bed when you couldn't even handle her dirty laundry much less her furniture after I'm done with her? You can figure it out though while you're sulking down there on the floor. What the frig are you doing down there anyway? Peeking? Go home kid, ya' bother me." You might wanna put some ice on that burn. Stay frosty, broseph. Me and Keke gotta get back to a little game we like to play called "tickling the ivories". This girl is on fire!

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.