[Techtaffy Newsdesk]

Alicia Keys is BlackBerry’s new global creative director. Ms. Keys will be leading new business initiatives that drive engagement with BlackBerry and perception of the brand. In her new role, Ms. Keys will work with app developers, content creators, retailers, carriers and the entertainment community.

Alicia Keys: This is such an incredible age to be living in, with such profound advances in communications and technology. As global creative director, my goal is to inspire creativity with this platform, and I’m so excited to jump right in.

Film director Robert Rodriguez (El Mariachi, From Dusk Till Dawn, Sin City), and author Neil Gaiman (Coraline, Stardust, The Sandman) will join Ms. Keys as the first three ‘BlackBerry Partners’ leveraging the power of  Blackberry 10.