Alicia Keys’s business arrangement with BlackBerry is no more. In early 2013, the Grammy award-winning singer-songwriter signed on as global creative director for the Canadian mobile technology giant. By year’s end, it was announced that she will no longer stay on.
While details are sparse, the company released the following statement: “BlackBerry and Alicia Keys have completed our year-long collaboration. We have enjoyed the opportunity to work with such an incredibly talented and passionate individual.”
Though the concept of celebrities becoming brand ambassadors for large companies has become quite a trend, Business Insider reports that Keys’s role was more than that. First, she expressed an interest in the company to get the job and then actually contributed to the brand’s marketing strategy by offering up a PowerPoint presentation. During her short time there, she took on several initiatives including the “Keep Moving Project” and the BlackBerry Scholars Program which gives scholarships to women in the STEM fields.
Read more at TIME Business & Money.