Singer Alicia Keys will be ending her tenure at BlackBerry on January 30th, exactly one year after becoming the smartphone manufacturer's global creative director during the launch
of the Z10
. The announcement of Keys' removal comes not long after the company lost a number of high-level executives in a management reshuffle
, and after BlackBerry announced a quarterly loss of $4.4 billion
The appointment of Keys was a puzzling move for the manufacturer to make, appearing to be little more than an attempt at promoting the BlackBerry 10 OS smartphone lines. A statement from BlackBerry received by CTV News
advised that Keys had a direct involvement in the company's operations, though did not provide much detail as to what specifically she did. "We have enjoyed the opportunity to work with such an incredibly talented and passionate individual," said the company in the statement.
It is unclear if the future departure of Keys was prompted by current BlackBerry management, or if the original agreement under the stewardship of previous CEO Thorsten Heins
was meant to last for just one year.