Alicia Keys Named Global Creative Director Of BlackBerry

Alicia Keys is stepping out of the music world and into the world of telecommunication marketing, where she'll serve as the global Creative Director of BlackBerry. The phone company announced the news on Wednesday in New York, stating that the "Girl on Fire" singer will provide creative consultation to the company as they move to launch the BlackBerry 10 platform.

Keys is expected to work closely with app developers, content creators, retailers, carriers and the entertainment community to help revive the BlackBerry brand.

In conjunction with her new role, Keys says she's set on marketing the device to the female demographic:

"When I think of BlackBerry I think of a more male-dominated space. But knowing how much the (female) demographic is growing and moving, there needs to be that attention there."

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