Friday, March 1, 2024
HometechnologyAlicia Keys loses creative director gig at BlackBerry

Alicia Keys loses creative director gig at BlackBerry

Alicia Keys and BlackBerry will cut ties at the end of January, just one year after the Grammy-winning singer-songwriter was hired as a "global creative director'' for the struggling smartphone maker.

The Canadian company on Thursday confirmed the singer's upcoming departure. The move comes as BlackBerry retreats from the consumer market to focus on businesses, governments and other large organizations.

"BlackBerry and Alicia Keys have completed our year-long collaboration,'' the company said in an emailed statement. "We have enjoyed the opportunity to work with such an incredibly talented and passionate individual.''

Alicia Keys at an event in Sydney in December.Getty Images

(Read more: BlackBerry CEO: Here's our new strategy)

Keys was hired when the company launched its long-delayed BlackBerry 10 devices in January of last year.

The new phones were seen as BlackBerry's last chance to win back market share lost to Apple's iPhone and devices using Google's Android technology. But sales flopped, triggering billions of dollars in losses and forcing BlackBerry to slash its staff.

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