When Thorsten Heins introduced Alicia Keys, I know a lot of people were pretty confused. Why is RIM hiring someone with no tech experience to be the company’s Creative Director? Well, it’s probably just an advertising move and it’s not like she’s going to be telling engineers how to do their jobs. Regardless, I thought about it for a while and it dawned on me, Alicia Keys is so on brand it’s crazy. Here are 3 ways you didn’t realize Alicia Keys fits the BlackBerry brand.
1. Her last name is Keys! Get it?
Blackberry hires Alicia Keys as Global Creative Director. KEYS. GET IT? #OnBrand
— David Hicks (@ALL_CAPS) January 30, 2013
2. Keys was raised by her white, Scotch Irish mother since the age of 2. Get it? Okay, this joke takes a little more explaining. Here it goes: the BLACKBerry grew up on Wall Street, with its predominantly WHITE investors. Get it? Yes, I know there are minorities on Wall Street but when you think of Wall Street you typically think of “rich white men” types.
3. New York City is where BlackBerry 10 launched because the company has an Empire State of Mind.
This was all way funnier in my head. I’m done.