It wouldn’t be a BlackBerry press event without something totally unexpected and semi-weird thrown in the mix. Today, at BlackBerry’s media conference revealing BlackBerry 10, the company appointed Alicia Keys as the new Global Creative Director.
Her first act as GCD was to talk about how much she loves BlackBerry 10 at today’s media conference. Her other responsibilities are somewhat unclear — just like will.i.am’s role at Intel.
According to Keys, she’ll be working with app creators, designers, carriers, and more to make sure BlackBerry is the most efficient, cool and simple platform to be on. She proved just how “BlackBerry” she can be by wearing a tuxedo-type outfit, complete with black pants, black jacket, and white button down.
Keys was a long time BlackBerry user in the past, but jumped ship for “something sexier.” The way she explains it, she was carrying two phones for a while, “playing the field,” but now she’s exclusive in her relationship with BlackBerry.
If so, that exclusivity began today, as she was Instagramming photos from either an Android device or iPhone just yesterday. And she has been tweeting from Twitter for iPhone in the past week as well.
TechCrunch asked Alicia Keys directly which phone she used during her rough patch with BlackBerry and she declined to answer. “I don’t think it’s necessary to disclose which phone I used,” she said. “It was another phone.” It was clearly an iPhone.
For now, she seems pretty focused on combining your work phone with your play phone, which is something BB10 does very well. However, it’s unclear just how much Keys will bring to the company other than celeb status.
Hopefully, she’ll be able to refrain from Instagramming until the Facebook-owned app makes its way to BlackBerry. We’ll be keeping an eye on it in case she falters.