At the launch of the Blackberry’s long-awaited new OS and handsets the company announced the appointment of Alicia Keys as their Global Creative Director.

The announcement was made at the launch event for BlackBerry 10, the latest mobile operating system released by the telecommunications company previously known as Research in Motion, and saw the award-winning singer take to the stage in Ontario, Canada. The role will see Keys work with content creators, app developers, retailers, carriers, and the entertainment industry to develop the BlackBerry 10 OS further in all of its creative features.

“Alicia Keys has come to BlackBerry because she believes in the product and technology, and subscribes to our overriding philosophy to ‘Keep Moving’: to empower people through mobile computing and communications,” said BlackBerry President and CEO Thorsten Heins.

“We are excited she will be bringing to us her enormous capabilities, as well as a vast network of relationships in the entertainment, social media and business communities, to help shape our brand and grow our business.”

With Keys having released an iPhone-exclusive app a few months ago, one may find the news surprising, but it’s clear that Keys is excited by the opportunity, and is looking forward to what her new job will entail. “I have been using the BlackBerry 10 for a few weeks now, and I’m truly inspired by its innovation,” she said. “It has entirely revolutionized the experience. I know the potential this platform has to help creative people be more productive, and help productive people be more creative. This is such an incredible age to be living in, with such profound advances in communications and technology. As Global Creative Director, my goal is to inspire creativity with this platform, and I’m so excited to jump right in.”

In line with BlackBerry’s Keep Moving Project, Alicia will use BB10 to film specific music videos for her tour. Other celebrities involved in the movement include Sin City-director Robert Rodriguez who will be collaborating with fans to film videos and Sandman creator Neil Gaiman who will be releasing brand new original writing with involvement from fans.

Check out a video about the project below: