BlackBerry Releases Z10, Names Alicia Keys Global Creative Director!

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Talking about collaborations: you know what I read this morning and found it to be particularly interesting? That even though a couple of days ago, BlackBerry was declared one of the least interesting brands today, they’re launching a ‘make it or break it’ type of politics. In mobile phone language, ‘least interesting’ is ‘Nokia’ camp. Nobody wants to be in that camp. Everybody wants to be in the Apple – Samsung camp! That’s English for ‘nobody’s buying BlackBerry mobile phones anymore’!

So that perspective must’ve meant the world to BlackBerry because when they launched their brand new Z10 model, they also announced their brand new – very unexpected – Global Creative Director: Alicia Keys!

There’s hardly anything with Alicia that would’ve previously lead me into the BlackBerry direction, so that really sounds like one desperate marketing move from the BlackBerry people. Now what kind of creative role does Alicia has in the company? A global one. Like in non – specific. But maybe on the brand new Z10, BlackBerry’s iPhone / Nexus lookalike new release, Alicia will have an app – saying. And some ringtones. Very creative. Yes? (engaget has more on the BB 10 topic if you’re interested, here)