Alicia Keys is BlackBerry's New Global Creative Director

Singer Alicia Keys, who just performed "Obama is on Fire," at President Barack Obama's second inauguration, is BlackBerry's (formerly RIM) new Global Creative Director, BlackBerry CEO Thorsten Heins announced. 

Keys took center stage at the BlackBerry 10 Experience event, highlighting the importance of keeping both work and pleasure in the same device. She introduced a video with filmmaker Robert Rodriguez who's also a BlackBerry convert.

Keys, who will be performing the national anthen at the 2013 Super Bowl, said she left the BlackBerry platform after using it for years, and was attracted to "hotter, sexier phones, something with more bling." But now she's back.