Despite the fact that she uses an iPhone, Alicia Keys joined BlackBerry’s CEO onstage today to announce her new position at the company as “Global Creative Director.” After giving a creepy analogy about her and BlackBerry “exclusively dating,” Keys skirted a question about what phone she used before her BlackBerry. That’s probably because she was a self-proclaimed “iPhone junky.”
The idea of a famous artist/non-technology expert like Alicia Keys getting in bed with BlackBerry may seem weird, but this isn’t something new. For years struggling tech companies have been using faux-celebrity partnerships and endorsements as a desperate plea for attention.