Alicia Keys set to Part Ways with Blackberry
US Pop Singer, Alicia Keys will part ways with Smartphone maker, BlackBerry Ltd at the end of January, as her contract as the company’s global creative director expires. The Canadian company on Thursday confirmed the singer’s upcoming departure as BlackBerry plans focus on businesses, governments and other large organizations rather than consumer markets. “BlackBerry and Alicia Keys have completed our year-long collaboration,” the company said in an emailed statement. “We have enjoyed the opportunity to work with such an incredibly talented and passionate individual.” Keys was hired when the company launched its long-delayed BlackBerry 10 devices in January of last year. The new phones were seen as BlackBerry’s last chance to win back market share lost to Apple Inc’s iPhone and devices using Google Inc’s Android technology. But sales flopped, triggering billions of dollars in losses and forcing BlackBerry to slash its staff. In her BlackBerry role, Keys contributed to a collaborative project encouraging fans to submit photographs that later appeared in music videos tied to her tour. The chief executive who hired Keys has left, along with many of his senior executives.