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This girl just got fired? BlackBerry parts ways with Alicia Keys

Alicia Keys is no longer BlackBerry's global creative director. Because no hits?

Cause for despair?
Alicia Keys/Vevo screenshot by Chris Matyszczyk/CNET

When things go sour at a large company, it's always the people at the top who suffer most.

And if you believe that, you'll believe that rabbits loathe procreation.

Still, when it comes to BlackBerry, it seems as if even the biggest names aren't immune from censure.

For it has come to my attention that Alicia Keys may have been relieved of her position as BlackBerry's creative director. CTV News reports that she will be leaving on January 30.

This might even be a relief to Keys herself. It's not good for your image to be associated with a struggling concern. And then there was that discordant moment when she was caught tweeting from her iPhone.

Keys didn't have any perceptible influence on BlackBerry's product or marketing offerings. She appeared at a few events and participated in the launch of a scholarship program designed to attract more young women to science and technology.

However, the title of "global creative director" might have suggested a little more creation and, well, direction. Perhaps that was too difficult in a climate more redolent of despair than delight.

BlackBerry offered a fairly tuneless comment: "We have enjoyed the opportunity to work with such an incredibly talented and passionate individual."

No one, no one could dispute her talent. Perhaps, though, she's ready for a brand-new her.

Just as Blackberry is ready for a brand-new year in which it will try to save its brand from being one whose remaining physical keys may soon be museum pieces.