Singer Alicia Keys has been introduced as global creative director of BlackBerry at the launch of its new operating system.

She says she's fascinated by technology, "I've always wanted to work directly with a technology company, but I do have a pretty demanding job that takes a lot of my time, so it would have to make sense, you know. And so I wanted to do something where I could grow professionally and personally and really have an impact on shaping a technology platform."

Keys will be working closely with BlackBerry's application developers, content creators, retailers and carriers for future projects covering music, books, film and apps.

The BlackBerry 10 was officially launched by the company on Wednesday, January 30, 2013 at simultaneous events in London, Dubai, Toronto, Johannesburg and New York.