The latest BlackBerry executive to head for the exits is singer Alicia Keys, who was brought on last year as the company’s “creative director.”

Her tenure got off to an immediate rocky start after she was caught posting to Twitter from an iPhone even after assuming her presumably mostly ceremonial role at BlackBerry.

“We have enjoyed the opportunity to work with such an incredibly talented and passionate individual,” BlackBerry said in a statement to Re/code, adding that during her “yearlong collaboration” Keys provided direction for the “BlackBerry Keep Moving Project” and also helped launch the BlackBerry Scholars program that works to get more women involved with science and math.

Keys was brought on by then-CEO Thorsten Heins as part of an effort to build consumer interest in products built on BB10, the company’s major overhaul of its operating system.

She is among the latest Heins hires to exit in the wake of his ouster. BlackBerry announced in November that COO Kristian Tear, marketing chief Frank Boulben and CFO Brian Bidulka were all leaving the company.



3 comments
bobsulli
bobsulli

It's one thing if Alicia was just a famous endorser of BlackBerry products, but as Creative Director of an I.T. company she owed it to her co-workers to hold to her promise to NY Times that she was exclusively BB10. Did Thurston explain to Alicia what eating your own dog food means in this industry?

rafastipe
rafastipe

we know this "collaborations" with singers/athletes are purely marketing decisions, i doubt they add value to new products or services more than the image.

rafastipe
rafastipe

That's because it was a purely marketing move that she didn't care about.