Alicia Keys Joins BlackBerry as Global Creative Director

Alicia Keys Joins BlackBerry as Global Creative Director 
WATERLOO, ONTARIO -- (Marketwire) -- 01/30/13 -- At the close of its
BlackBerry 10 launch event today, BlackBerry (NASDAQ:RIMM)(TSX:RIM)
CEO Thorsten Heins introduced 14-time Grammy(R) Award winning singer,
songwriter and entrepreneur, Alicia Keys, as BlackBerry's new Global
Creative Director. As an official member of the BlackBerry team, Keys
will lead an array of new business initiatives that will drive
engagement with BlackBerry and perception of the brand. 
"Alicia Keys has come to BlackBerry because she believes in the
product and technology, and subscribes to our overriding philosophy
to 'Keep Moving': to empower people through mobile computing and
communications," said BlackBerry President and CEO Thorsten Heins.
"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."  
In her new role, Keys will work closely with app developers, content
creators, retailers, carriers and the entertainment community to
further shape and enhance the BlackBerry 10 platform, and inspire
creative use through its remarkable capabilities and functionality.
From music to books, to film, to apps, Keys will lead the charge of
enhancing entertainment consumption and distribution, through the
power of BlackBerry 10.  
"Staying connected has become a vital part of my creative process,"
said Keys. "I have been using the BlackBerry 10 for a few weeks now,
and I'm truly inspired by its innovation. It has entirely
revolutionized the experience. I know the potential this platform has
to help creative people be more productive, and help productive
people be more creative. This is such an incredible age to be living
in, with such profound advances in communications and technology. As
Global Creative Director, my goal is to inspire creativity with this
platform, and I'm so excited to jump right in."  
At this morning's launch event, Keys revealed BlackBerry's new "Keep
Moving" Project, which engages BlackBerry users in exclusive and
compelling experiences created by inspirational and multi-faceted
artists, writers, designers, filmmakers, musicians, and athletes.
Renowned film director Robert Rodriguez (El Mariachi, From Dusk Till
Dawn, Sin City), and author Neil Gaiman (Coraline, Stardust, The
Sandman) will join Keys as the first three "BlackBerry Partners"
leveraging the power of the new platform to create original content
and special user engagements. The essence of these creative projects
is that they are collaborations between the artist, BlackBerry and
BlackBerry users around the world. 
Frank Boulben, BlackBerry Chief Marketing Officer said of the Keys
appointment, "Alicia has tremendous reach, which makes her the ideal
global creative director to inspire and empower creative people
around the world to push the boundaries of the mobile experience. It
is vital to our success to engage in a dialogue with creators and
help them better succeed at what they do. We're thrilled to have
Alicia's insight and passion shape our brand and grow our business." 
About Alicia Keys 
Alicia Keys is a 14 time Grammy Award(R) winning
singer/songwriter/producer, actress, New York Times best-selling
author, entrepreneur and humanitarian. Since releasing her debut
album, songs in A minor, Keys has built an unparalleled repertoire of
hits with over 30 million albums sold worldwide. Her latest album,
Girl on Fire, recently debuted at number on the Billboard album
chart. As a philanthropist, Keys co-founded Keep a Child Alive (KCA)
and serves as Global Ambassador. 
About BlackBerry  
A global leader in wireless innovation, BlackBerry(R) revolutionized
the mobile industry when it was introduced in 1999. Today, BlackBerry
aims to inspire the success of our millions of customers around the
world by continuously pushing the boundaries of mobile experiences.
Founded in 1984 and based in Waterloo, Ontario, BlackBerry operates
offices in North America, Europe, Asia Pacific and Latin America.
BlackBerry is listed on the NASDAQ Stock Market (NASDAQ:BBRY) and the
Toronto Stock Exchange (TSX:BB). For more information, visit
www.blackberry.com.  
Forward-looking statements in this news release are made pursuant to
the "safe harbor" provisions of the U.S. Private Securities
Litigation Reform Act of 1995 and applicable Canadian securities
laws. When used herein, words such as "expect", "anticipate",
"estimate", "may", "will", "should", "intend," "believe", and similar
expressions, are intended to identify forward-looking statements.
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Contacts:
Media Contact:
BlackBerry Media Relations
Amy McDowell
519-888-7465 x77273
mediarelations@rim.com 
Investor Contact:
BlackBerry Investor Relations
519-888-7465
investor_relations@rim.com