In an unsurprising move, BlackBerry has let go of Alicia Keys as the company's Global Creative Director. Keys was brought on a year ago to help grow the BlackBerry business through various events and videos. Some criticized the move because it appeared that Keys was simply a celebrity paid to promote the product. BlackBerry says she was more involved than it appeared.
Now that BlackBerry has a new CEO at the helm the company will pivot away from the consumer market, and it is less likely now that they will need a celebrity endorsing BlackBerry.
Her involvement with the company drew criticism from some outsiders who said, despite the decidedly corporate title, Keys was little more than a celebrity who was brought in to help promote its BlackBerry 10 smartphones.
BlackBerry has insisted that Keys had a more direct involvement in its operations, including her work on a four-year scholarship program that encouraged young women to enter specific science and technology fields.
BlackBerry has insisted that Keys had a more direct involvement in its operations, including her work on a four-year scholarship program that encouraged young women to enter specific science and technology fields.
Now that BlackBerry has a new CEO at the helm the company will pivot away from the consumer market, and it is less likely now that they will need a celebrity endorsing BlackBerry.