At today’s BlackBerry 10 official launch, singer Alicia Keys was announced as BlackBerry’s new Global Creative Director by the smartphone company’s CEO, Thorsten Heins, according to Mashable.

Keys isn’t the only celebrity BlackBerry is interested in. The company would like author Neil Gaiman and director Robert Rodriguez to use the new phones to create film and storytelling projects.

Keys, in addition to “working closely with BlackBerry developers,” will also be using her phone to create music videos for each city she visits while on tour. These celebrity-driven creative projects are also reported to include collaborations with new BlackBerry 10 customers. Essentially, as an incentive for buying the phone, a customer could get the chance to interact with a celebrity during one of these projects, according to The Verge.

– PasteMagazine