clock menu more-arrow no yes mobile

Filed under:

BlackBerry's Duet Act With Alicia Keys Is Breaking Up

Whatever it was that the singer was doing as the phone maker's "creative director" is coming to an end.

The latest BlackBerry executive to head for the exits is singer Alicia Keys, who was brought on last year as the company’s “creative director.”

Her tenure got off to an immediate rocky start after she was caught posting to Twitter from an iPhone even after assuming her presumably mostly ceremonial role at BlackBerry.

“We have enjoyed the opportunity to work with such an incredibly talented and passionate individual,” BlackBerry said in a statement to Re/code, adding that during her “yearlong collaboration” Keys provided direction for the “BlackBerry Keep Moving Project” and also helped launch the BlackBerry Scholars program that works to get more women involved with science and math.

Keys was brought on by then-CEO Thorsten Heins as part of an effort to build consumer interest in products built on BB10, the company’s major overhaul of its operating system.

She is among the latest Heins hires to exit in the wake of his ouster. BlackBerry announced in November that COO Kristian Tear, marketing chief Frank Boulben and CFO Brian Bidulka were all leaving the company.

This article originally appeared on

Sign up for the newsletter Today, Explained

Understand the world with a daily explainer plus the most compelling stories of the day.