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In their ongoing attempt to distance themselves from their previous failures, crappy smartphone manufacturer Research in Motion has named Alicia Keys as the creative director of their new BlackBerry 10 operating system. (We didn’t realize that an OS needed a creative director, but you learn something new every day.) Via Complex:

“We wanted someone at the top of her field, well-respected immensely creative, someone who incorporates tech and creativity into her day-to-day work,” RIM CEO Thorsten Heins said.

Several reporters have already mocked the move, pointing out that Keys has almost one-and-a-half million followers on Instagram, which is not supported by BlackBerry.

Indeed, the move may have backfired and turned Keys into the BlackBerry of R&B singers, in that she was cooler five years ago, and she’s hard to use to surf the Internet.




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