Yet another move that begs the question, BlackBerry what are you thinking? The company cuts thousands of jobs but is paying singer Alicia Keys millions to become its Global Creative Director.

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BlackBerry's media event today introduced the world to a new company, a new operating system, two new smartphones, and Alicia Keys given the title of Global Creative Director for BlackBerry. It makes total sense, doesn't it? When I think of possible candidates for a Creative Global Director title for a smartphone company hanging on to life by the skin of its teeth, Alicia Keys is not the best candidate for the job.

I'm sure Alicia is just collecting millions and won't really have any creative input into the future of BlackBerry, but why even put that message out to the world? Couldn't BlackBerry just follow what Microsoft is doing with its Windows Phone 8 campaign by using Gwen Stefani and Jessica Alba in its commercials to try and appeal to a younger crowd? I don't find that Gwen Stefani or Jessica Alba are two people who I would look to for advice in choosing a smartphone, and naming Alicia Keys as Global Creative Director makes even less sense than Gwen and Jessica's acting abilities in Microsoft's commercials.

BlackBerry CEO Thorsten Heins announced Alicia Keys as the new Global Creative Director for BlackBerry and brought her up on stage as she accepted her new job title. She reaffirmed her "long term relationship" with BlackBerry while the ink dried on her check. Alicia Keys also claimed she'd be working closely with developers in developing applications for BlackBerry 10. Just what developers need - directions from a singer when creating smartphone applications.

Keys also described her love for the new "fly" BlackBerry 10 platform, which means cool in case you're unfamiliar with the term. However, what's not cool is Alicia Keys is actually the new Global Creative Director for BlackBerry...

BlackBerry, what were you thinking?

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