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CNET News Video: Singer Alicia Keys reunites with BlackBerry, joins company
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CNET News Video: Singer Alicia Keys reunites with BlackBerry, joins company

2:17 /

The phone-maker enlists Alicia Keys as its first-ever global creative director. Keys, a former BlackBerry owner, was apparently wooed back by the new Z10 and Q10.

-She is BlackBerry's new Global Creative Director. Please welcome Miss Alicia Keys. -Thank you. -Hi. -It's a pleasure. It's good to have you here. -It's nice to see you. Thank you so much. -It's good to have you here. -Thank you. Hello. -You were a longtime BlackBerry user and then we lost you for awhile, what happened? -Let's see. That is true. Let me see how I best describe this. It's kind of like, you know, I was in a long term relationship with BlackBerry. And then, I started to notice some new kind of hotter, attractive and sexier phones at the gym and-- -[inaudible]. Yeah. -I kind of broke up with you for something that had a little more bling. But I always missed the way you organize my life and the way that you are there for me at my job and so, I started to have two phones. I was kind of playing in the field. But then, you called and you told me that you were working out. You added a lot more features, a new platform. You got a lot faster. All of that was true. -Yeah, yeah. -And now, we're exclusively dating again and I'm very happy. -So are we. So are we. -Tell us. What are you going to do for us? -I'm extremely committed. I'm a very committed-focused individual, so I'm going to work closely with the app designers, the developers, the content creators, the retailers and the carriers to really explore this BlackBerry 10 platform and create ideas for us in the future. I'm definitely going to start with other superwomen who also love BlackBerry, a big demographic for BlackBerry. -Yes. -I'm also going to work with people in the entertainment and music business to inspire creative projects. And most importantly, I really love-- I want to further enhance this concept of having a work life and your personal life all together in one device. I really want to bridge the gap between the work phone and the play phone. So, it's a big job and it's a super hands-on role, but I am extremely excited. I'm ready to jump in and work closely with you and your incredible team. -Yup. And we will make sure that you'll get the perfect platform to do this with BlackBerry 10. -Thank you.

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