I am at a wireless conference this week here in Vancouver. Ironcially, I had a chance to chat with one of the VPs of RIM. I was still seething a bit from this announcement about keys.We had a nice chat and I held no punches.
She was…how to say…sincerely concerned that people are interpreting the Alicia Keys as simply rolling out a star and calling her Creative Director. The intention, in her words, is spokeswoman in conjunction with a creative endeavor between her and several other artists. Apparently they gathering several artists together that will be creating a unique digital art experience with the new Blackberry Z10. She IS the creative director of that endeavor…apparently.
She recognized that the roll out of the CD title for Keys could have been clearer.
I also got to hold a Z10 and play with the OS, etc. This is the part that gave me hope. Their product isn’t a Zune. It isn’t a “me too”…especially the IxD. They have done some serious UxD to address the needs of the road warrior, etc.
In a 2 minute tinker with the device I can’t say yet whether or not it pulled me back from the ledge of wanting to see Blackberry fail, but it definitely tempered my disappointment.
There is asymmetry between the ‘flashiness’ of the role and the potential impact her role can have, if its in the capacity you describe. Do smart phone consumers rate ‘unique digital art experiences’ high on their decision making process? Will they be swayed by ‘art directed by AK’ scripted on the handset or interface? It still feels juvenile.
Is there a term for this practice of hiring pop stars to ‘creative direct’ your gadget/auto company - you know, along the lines of ‘greenwashing’?
The hip and cool went out and bought iPods and Beats.
BB, HP and Polaroid went out and bought the hip and cool.
One way makes the company money. The other way spends it.
BTW, not a new strategy for BB. They’ve been pushing their “for do-ers, not for looks” marketing for the last year. I think there were some singers and musicians involved in it. It’s success can be measured…
“Rapper-turned-renovator Rob Van Winkle, aka Vanilla Ice, has partnered with Capitol Lighting to create an exclusive elegant six-piece collection of transitional chandeliers and sconces, featuring custom “iced” nickel and bronze finishes. The transitional design and unique silk shades with crystal detail make the collection truly an original, just like Vanilla Ice himself.”
Bob Lefsetz has been all over this, oddly enough. A few jems:
Alicia Keys on Google+:
“Alicia Keys Jan 6, 2012 - Public
I’ve become an iPhone junky! Sad but true. (are u one too?) These are some of my favorite images from my latest download… > > > http://thekeysofalicia.tumblr.com/ > ”
Google+
On Beyonce at the SB versus Keys with BB:
This is pure commerce. Sponsored by Pepsi, as if Ms. Knowles has sipped the sugar water in years. The thought of her drinking Pepsi is akin to believing Alicia Keys uses a BlackBerry!
Lastly, this link to a BB exec who refused to acknowledge the iPhone’s existance:
Charlie’s scathing reviews on the madness of modern life usually raise a smile. His black mirror fiction series isn’t bad either.(new series starting tonight in the uk btw).