Grammy Award winning singer, Alicia Keys, is BlackBerry’s new Global Creative Director. Keys said she will work closely with all avenues of the platform to help push the new OS forward. Pretty unexpected, but clearly a move on BlackBerry’s part to reach younger audiences.

Keys said she was once a heavy BlackBerry supporter, but strayed from the righteous path for options with more “bling.” That is until BlackBerry 10 came to town. Heins apparently reached out to Keys for what is hoped to be a match made in Heaven. We’ll see just how much influence Keys has over the platform, and if sales will rise on her behalf.