Less than a year after joining the Blackberry team as Global Creative Director- it has been announced that as of January 30, 2014 Alicia Keys will be relieved from her duties. Over the year Keys, who was hired to work with app developers and designers to create original content for the brand, has been criticized for her lack of action with the company and was said to be nothing more than a celebrity face for the brand. She was brought on during the height of the Blackberry 10 promotion which has since been declared a flop. Blackberry denies that Keys was not involved and asserts that she had direct involvement in the development of a scholarship program that encouraged women to pursue careers in science and technology, attended many conferences, corporate and promotional events. Blackberry made the following comment during an official email statement:
We have enjoyed the opportunity to work with such an incredibly talented and passionate individual.
Keys has not yet commented on the cut ties but with Blackberry shifting its focus to the enterprise market and business users, the celebrity endorsement may not be a good fit anymore.