常人的反应大多可能是“搞什么名堂？”实际上，这类结合跟Lady Gaga加盟宝丽莱（Polaroid）或杰西卡•阿尔巴入主Windows Phone手机有着异曲同工之妙。这里并没有冒犯凯斯的意思，她显然是一个非常有才华的人。但是，由于这一具有腐蚀性的趋势会让公司分心，因此技术公司必须叫停。
The week belonged to BlackBerry. New operating system, new phones, maybe even a shot at turning things around. But perhaps the most surprising twist at the company's big Wednesday launch was the appearance by Alicia Keys. The Grammy award-winning pop star wasn't there to simply vouch for the trendiness of the new devices. She is now the struggling company's global creative director.
The appropriate response is probably 'WTF.' Actually, it's a match that makes about as much sense as, say, Lady Gaga teaming up with Polaroid or Jessica Alba hawking Windows Phone. With no offense to Keys, who is clearly an incredibly talented person, this corrosive trend is a distraction that technology companies have to put a stop to.
Keys, who is "fascinated by technology," said she'll work with app developers, content creators, and other areas of the company. She's also taking her new keyboard-free BlackBerry Z10 on tour—a big reversal, given her professed love for Apple (AAPL) iPhone last year.
It's possible she will drum up some refreshing ideas for BlackBerry. But its much more likely CEO Thorsten Heins, who Fortune recently spoke to, sees the partnership as a way to lend credibility to the flailing company, which saw its stock drop 12% the same day it unleashed all its news. (Ironic, given that just six or seven years ago, Blackberry had that in spades.) Keys also sees her presence as a way to pull in more women. "When I think of BlackBerry I think of a more male-dominated space. But knowing how much the (female) demographic is growing and moving, there needs to be that attention there," Keys told USAToday.
A tech company hiring a celebrity as their creative director is nothing new. In theory, they're more involved than spokespeople, who seem to stroll onstage to plug a product they've probably never used and walk off (possibly with a check). Polaroid hired Lady Gaga to spice up its line in 2010. The first product from the collaboration was an outré pair of camera sunglasses with two built-in LCD displays. Will.i.am, profiled by Fortune earlier this year, performs a similar role for chipmaker Intel (INTC). The rapper is tasked with thinking about how consumers will spend their dollars in the decades to come.