Breaking News

RBS First-Half Profit Doubles, Shares Gain as Much as 10% in London
Tweet TWEET

Alicia Keys Leaving BlackBerry After Yearlong Stint

BlackBerry Ltd. (BB) is parting ways with Alicia Keys after the R&B singer failed to rekindle consumers’ love affair with the company’s smartphones.

Keys, who was hired as global creative director in January 2013, will be leaving the company after their yearlong collaboration, according to a statement today. The Grammy-winning artist came on board as the smartphone maker was unveiling its BlackBerry 10 operating system, a product rollout that ultimately flopped with shoppers.

Since Keys joined the company, BlackBerry has continued to lose market share to Apple Inc. (AAPL) and Google Inc.’s Android. An attempt to acquire the company and take it private failed, and it has refocused on corporate customers under new Chief Executive Officer John Chen.

In addition to serving as a high-profile BlackBerry user, Keys helped start the BlackBerry Scholars Program and advocated for getting more women into science and engineering.

“We thank Alicia for her many contributions,” the Waterloo, Ontario-based company said in the statement. “We have enjoyed the opportunity to work with such an incredibly talented and passionate individual.”

To contact the reporter on this story: Hugo Miller in Toronto at hugomiller@bloomberg.net

Photographer: Scott Eells/Bloomberg

Singer Alicia Keys, then global creative director for Blackberry, right, smiles while being introduced by Thorsten Heins, former chief executive officer of Research In Motion Ltd., during the launch of the BlackBerry 10 in New York, on Jan. 30, 2013. Close

Singer Alicia Keys, then global creative director for Blackberry, right, smiles while... Read More

Close
Open
Photographer: Scott Eells/Bloomberg

Singer Alicia Keys, then global creative director for Blackberry, right, smiles while being introduced by Thorsten Heins, former chief executive officer of Research In Motion Ltd., during the launch of the BlackBerry 10 in New York, on Jan. 30, 2013.

To contact the editor responsible for this story: Nick Turner at nturner7@bloomberg.net

Bloomberg reserves the right to remove comments but is under no obligation to do so, or to explain individual moderation decisions.

Please enable JavaScript to view the comments powered by Disqus.