Alicia Keys named new Global Creative Director for Blackberry

The multiple-award winning singer was unveiled today as the new global creative director of Blackberry in New York.

"She believes in the product and technology," BlackBerry CEO Thorsten Heins said in a statement. "We are excited she will be bringing to us her enormous capabilities, as well as a vast network of relationships in the entertainment, social media and business communities, to help shape our brand and grow our business."

Alicia, who joined the CEO on stage, said:

"As global creative director, my goal is to inspire creativity with this platform, and I'm so excited to jump right in. I want to bridge the gap between the work phone and the play phone," she noted.