Smartphone maker Blackberry ends its partnership with Alicia Keys as they move to rebound from a $4.4 billion loss in 2013 by focusing less on consumer products and more on business and government clients.
Alicia Keys was named as a creative director in January 2013 at a big launch for Blackberry 10. In a statement released Thursday, they announced their year long collaboration will end January 31. The company did not say why she was not being asked to return.
Keys was the latest of high profile acts chosen for high level positions, including Lady Gaga for Polaroid and Justin Timberlake for Bud Light. While at Blackberry, she attempted to gain the struggling company new fans. Her Set The World On Fire world tour encouraged fans to submit their pictures for the Keep Moving Project to be used in a music video. Keys oversaw a scholarship program for young women studying science and technology. Also, Blackberry reintroduced BBM to Android and iPhone users. However, little else was seen creatively from the partnership between Keys and Blackberry.
John S. Chen, BlackBerry’s interim chief executive, has not announced whether they will fill the position, instead saying their focus will be on business and government users.