January 31, 2013 - 20:44 AMT
PanARMENIAN.Net - At BlackBerry 10 launch event, the Canadian tech firm announced the appointment of Alicia Keys as its global creative director, Bloomberg said.
Keys joins a long and distinguished list of entertainers who have taken on creative-director duties at various companies. Intel (INTC), wanting to get in on that My Humps action, hired Black Eyed Peas member will.i.am as its “director of creative innovation.” Polaroid, when it wasn’t being passed around from creditor to creditor in bankruptcy proceedings, announced in 2010 that it had appointed Lady Gaga as its creative director, based on her extensive work in industrial design and precision optics.
Not only is there precedent in music in general, this kind of strategic partnership has already happened in Keys’s immediate family: Her husband, record producer Swizz Beatz, was named creative director of Lotus Cars in 2011. (Er, until Lotus’s parent company, Malaysian carmaker Proton, was sold in 2012.)