Alicia Keys, is reported to be parting ways with Blackberry a year after taking on the role as the telecommunication giant’s Global Creative Director.
BlackBerry signed Keys just as it attempted an ill-fated brand relaunch with the BlackBerry 10 series. Once regarded as one of the world’s leading tech producers, BlackBerry has struggled over the years, losing much of its business to an industry now dominated by Apple’s iPhone and Google’s Android devices.
Ultimately, the Waterloo, Ontario-based company reported a near $1 billion loss as of August 2013.
Through her tenure however, Keys rang a few alarms when she reportedly set the new deal off to an awkward start by tweeting about her new BlackBerry, from an iPhone (which was later blamed on a hacker) and garnered criticism for allegedly having no actual input in the company. Denying the claims, BlackBerry pointed out the 14-time Grammy winner’s work on the BlackBerry Scholars Program aimed at encouraging women to study science and engineering.
“We have enjoyed the opportunity to work with such an incredibly talented and passionate individual,” BlackBerry said in a statement, providing no further details into the end of their collaboration. Keys will officially step down on January 30, exactly one year after the partnership was announced.
(Source)