By Adam Carlson
Updated January 30, 2013 at 05:37 PM EST

Blackberry has named singer-songwriter Alicia Keys as its “global creative director,” the company announced this morning at the close of its Blackberry 10 launch event.

Keys joined several company executives to discuss the news. She will work “closely with app developers, content creators, retailers, carriers and entertainers,” according to a press release.

“We are excited she will be bringing to us her enormous capabilities, as well as a vast network of relationships in the entertainment, social media and business communities, to help shape our brand and grow our business,” President and CEO Thorsten Heins said in the release.

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