Alicia Keys, BlackBerry
In addition to launching two new smartphones and the BlackBerry 10 operating systems at an event in January, the company simultaneously brought R&B singer Alicia Keys on board as global creative director. Keys was part of an effort to bring BlackBerry into the creative world. "In her new role, Keys will work closely with app developers, content creators, retailers, carriers and the entertainment community to further shape and enhance the BlackBerry 10 platform," according to a BlackBerry press release in January. It seems Keys' influence in the entertainment industry has done little to prevent BlackBerry from having to write down nearly $1 billion and axe thousands of employees.