NDM

Alicia Keys, BlackBerry and how the #KeepMoving project stopped

She's survived wave after wave of redundancies. But finally this week, BlackBerry's grim reaper caught up with Alicia Keys - and axed her job as Global Creative Director.

The appointment in January 20134 of Keys - better known as a singer and songwriter who has won multiple Grammy awards - at the launch of the Z10 phone, puzzled many. Was she getting paid? Almost certainly. Was she a fantastic advertisement for BlackBerry? Well, given that soon after being appointed, she tweeted from an iPhone - the horror! - it looked for a few minutes as though things would come to an embarrassing end. But she blamed it on hackers, so that made it all right, and she got on with.. what did she do again?

According to BlackBerry, it certainly wasn't a sinecure - not at all. BlackBerry told us: "We thank Alicia for her many contributions including providing creative direction for the BlackBerry Keep Moving Project which attracted more than 40 million visits, advocating for women in STEM [science, technology, engineering and mathematics] and launching the BlackBerry Scholars Program. We have enjoyed the opportunity to work with such an incredibly talented and passionate individual."

I believe that Alisha Keys was a good person to choose for advertising the new blackberry because the is a world known singer with thousands of fans. She has won multiple grammy awards and has sold hundreds of albums, she would attract the main target audience for Blackberry which is teens and young adults because many people of that age love her music and look up to her; but it would attract more females of that target audience. However i thought that they way she was advertising for Blackberry then suddenly tweeted with her IPhone was a humorous mistake and she is lucky that her excuse got her out of financial trouble.