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BlackBerry Just Hired Alicia Keys to Do What?!

Keys becomes BlackBerry's global creative director


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.

It’s not the first time that Keys has been involved with a tech firm. In the past she’s performed at CES for Monster Worldwide (NYSE:MWW) and worked for Hewlett-Packard (NYSE:HPQ).

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