# Prof. Al Lieberman on Alicia Keys's appointment as Blackberry's global creative director

1 Faculty News March 21, 2013 ![](/sites/default/files/styles/246w/public/assets/images/con_030601.jpg?itok=GeJte3i1)>

Excerpt from [Bloomberg Businessweek](http://www.businessweek.com/articles/2013-03-21/a-field-guide-to-celebrity-creative-directors) -- “'If I were a superstar, I might look around, think about what’s happened to BlackBerry, and say, "Thanks, but no thanks,”' says [Al Lieberman](http://www.stern.nyu.edu/faculty/bio/alvin-lieberman), a marketing professor at NYU and co-author of The Entertainment Marketing Revolution."

[Read more](http://www.businessweek.com/articles/2013-03-21/a-field-guide-to-celebrity-creative-directors)