Alicia Keys and BlackBerry End Partnership

 

A year after signing Alicia Keys as its Global Creative Director, BlackBerry is parting ways with the singer.

Keys will officially step down Jan. 30, exactly one year after the partnership was announced, Canada’s CTV News reports.

“We have enjoyed the opportunity to work with such an incredibly talented and passionate individual,” BlackBerry said in a statement, providing no further details into the end of their collaboration.

BlackBerry signed Keys just as it attempted an ill-fated brand relaunch with the BlackBerry 10 series. Once one of the world’s leading tech producers, BlackBerry has struggled over the years, losing much of its business to an industry now dominated by Apple’s iPhone and Google’s Android devices.

Keys reportedly set the new deal off to an awkward start by tweeting about her new BlackBerryfrom an iPhone (which was later blamed on a hacker) and garnered criticism for allegedly having no actual input in the company. Denying the claims, BlackBerry pointed out the 14-time Grammy winner’s work on the BlackBerry Scholars Program aimed at encouraging women to study science and engineering.

Ultimately, Keys couldn’t help revive BlackBerry. The Waterloo, Ontario-based company reported a near $1 billion loss as of August 2013.

 

For the original report go to http://www.bet.com/news/music/2014/01/02/alicia-keys-and-blackberry-end-partnership.html