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 411mania » Music » News

Alicia Keys Ends Her Partnership with BlackBerry
Posted by Jeffrey Harris on 01.02.2014

Billboard reports that Alicia Keys is ending her one-year partnership with BlackBerry. She was first named their global creative director on January 30, 2013.

However, days before the announcement, Keyes was still tweeting from an iPhone. In 2013, the company had a tumultuous year. The company nearly saw a $4.7 billion takeover bid from Fairfax Financial Holdings, but it was ultimately rejected. The company also failed to launch the BlackBerry Z10, a hopeful competitor to the iPhone.

The company said in a statement on Alicia Keyes: "BlackBerry and Alicia Keys have completed our year-long collaboration. We thank Alicia for her many contributions including providing creative direction for the BlackBerry Keep Moving Project which attracted more than 40 million visits, advocating for women in STEM and launching the BlackBerry Scholars Program. We have enjoyed the opportunity to work with such an incredibly talented and passionate individual."

2013 saw many musical celebrities take on "creative director"-type roles with major brands, including: Diet Coke (Taylor Swift); MasterCard and Bud Light Platinum (Justin Timberlake), Coca-Cola (will.i.am), and PepsiCo's Aquafina Flavor Splash (Austin Mahone). The partnerships came off as carefully worded not to sound like glorified endorsements.


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