BlackBerry (NASDAQ:RIMM) — formerly Research In Motion — has hired pop star Alicia Keys as the firm’s global creative director.
The company announced the hiring yesterday at its announcement event for the BlackBerry 10, USAToday is reporting. BlackBerry says Keys will be working closely with app developers, content creators and other parts of the company as well as providing contact with the entertainment industry.
Keys will also be trying to make the new BlackBerry appeal to women. “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,” Keys told USAToday.