Alicia Keys is no longer required as BlackBerry global creative director | Mobile Industry | Mobile Entertainment

Alicia Keys is no longer required as BlackBerry global creative director

Alicia Keys is no longer required as BlackBerry global creative director
Zen Terrelonge

by

Industry / Job Moves / January 3rd 2014 at 10:04AM

Fallin'.

Some people want it all, but she don't want nothing at all.

Grammy winner Alicia Keys, who was randomly hired as BlackBerry's global creative director around a year ago, is leaving the company behind her on January 30th.

The soul singer joined the Canadian firm in the executive slot when BlackBerry 10 was launched. During her time working 9 to 5, she helmed the BlackBerry Scholars Scheme, which was designed to support tech-loving women.

A statement from BlackBerry via CTV, said: "We have enjoyed the opportunity to work with such an incredibly talented and passionate individual."

The Keys hire was designed to add glamour to BlackBerry, but the company's new device line has struggled to compete with rivals, and CEO Thorsten Heins was fired when a multi-billion dollar sale of the business was abandoned.