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Drake as a BlackBerry brand ambassador? It could be happening

By Bla1ze on 19 Jun 2014 05:03 pm EDT

[Update: Sorry, Drizzy might be a BlackBerry user but BlackBerry has now let us know, they are NOT in conversations with Drake]

Over the years on the CrackBerry Forums there has been plenty of talk about celebs who could be a suitable brand ambassador for BlackBerry. Rumors were aplenty that, once upon a time, Justin Bieber was being considered but among the community suggestions tossed out there you'll find long time BlackBerry user Drake high on the list. His BlackBerry use has been well documented in photos, music and has most notably written a few of his songs entirely on a BlackBerry.

According to a report coming out of Techcrunch, BlackBerry is in talks with Drake to promote the BlackBerry Classic which to me seems pretty much a perfect fit, considering I wrote reasons why he would be the perfect example of a BlackBerry Classic user when there was much concern over why BlackBerry was bringing back the 'toolbelt'. I'll take a Classic for the idea BlackBerry. Sources familiar with the matter have also noted 'Drake's promotion will include the claim that he was involved in the design process of the new smartphone.'

At this point, it remains a rumor as nothing has been confirmed and as Techcrunch reasonably notes, the deal could still fall through. Overall though, it's not a stretch of the imagination for BlackBerry to be pursuing this. Drake's career is pretty hot right now, he's a well known BlackBerry user and while he is Canadian, he's known globally.

What do you folks think? Is Drake a good fit? Let us know in the comments. 0 to 100, baby!

Reader comments

Drake as a BlackBerry brand ambassador? It could be happening


I'm a sub on his Channel. It was pretty busy while the Raptors were alive this season, but it's more quiet now.

From my Neutrino Powered Z10

Time to make BB more then just "Dads old phone". lol. But I really don't want BB to become a toy for kids. I still want it to be the phone that gets stuff done. And secure.

It's one of those things: you want them to succeed but you don't want it to become a trendy item.. lol I love BlackBerry always have. Love how straight forward it is and love how powerful it is.

Posted via CB10 via my BlackBerry Z10 ;)

The idea is also to make the Classic appealing to carriers. Drake and BlackBerry is a slightly odd pairing with the company's current focus on enterprise. It's likely a step to ensure BlackBerry doesn't lose those vendor channels.

I know nothing about this Drake guy. But if he is a BB fan.. and he wants to do something with BB.. then awesome. Can't hurt right?

That's why I never ask for help I'll do it for you niggas and do it for my self. Real quick

Posted via the Android CrackBerry App!


Swiped via CB10 with my T-Mobile USA (Only T-Mo rep still pushing  ) new  BlackBerry Z30 (STA100-5), son! The Thor's Hammer of phones! Member of "Club Z30 "..... the most exclusive club in mobile. Once you go BlackBerry, everything else is wack-berry! #longestsignatureeverthatishortenedabit

So... instead of exploding with sprite he will explode with BB keys or something? lol

Sorry, every time I hear Drake I think about that incredibly stupid Sprite commercial he did...

Posted without the aid of AutoCorrect with my physical keyboard via CB10

Started from the bottom (Alicia Keys) now we're here (Drizzy)

Posted via the Android CrackBerry App!

He's a likeable guy and definitely brings the superstar status that Keys didn't. And the fact that he's Canadian is huge. Really, he's the absolute best possible fit

Posted via CB10

I don't actually think Alicia Keys was a bad choice, but I don't think they made the best use of her, either. Justin Bieber would have been a disaster; his profile is admirably high, but it's possible that more people actually dislike him--intensely--than like him. Also, his best appeal would have been with tweens who aren't really the ideal demo for $600 smartphones.

Drake would be awesome. He DOES hit all the checkmarks, and doesn't carry the baggage that Biebs (or a Kardashian) would.

Well said! I do feel they didn't use Keys the best.

Swiped via CB10 with my T-Mobile USA (Only T-Mo rep still pushing  ) new  BlackBerry Z30 (STA100-5), son! The Thor's Hammer of phones! Member of "Club Z30 "..... the most exclusive club in mobile. Once you go BlackBerry, everything else is wack-berry! #longestsignatureeverthatishortenedabit

Aren't tweens buying $600 iPhones? I don't like beiber myself but he would have been an excellent brand ambassador for BlackBerry back in the day when he was on top of his game.

Posted via CB10

Wow crackberry keep delivering the good news things seem to keep getting better and better the number 1 updater for blackberry crackberry dun know love from the uk.

Posted via CB10

Drake's big enough that he can make his own direction. I agree about Keys, though; not a bad choice and not her fault that the company was falling down around her.

Is it necessary for a company to have an ambassador? This is just going to waste a lot of useful cash.

Posted via CB10

Well yes because we live in a world of followers, so these things are done in the hope that someone, who already has a lot of followers, causes at least some of his followers to adopt the brand. And I believe you are also exaggerating the amount of cash that does towards ambassadors.

Sorry, I didn't know BlackBerry was only allowed to do what Samsung and Apple have done. Samsung have LeBron James and David Ferrer as Brand ambassadors. A lot of brands have brand ambassadors most notably "beats by dr dre" and that has led to its success.

Dre is also part owner and actually helped develop Beats. He happens to be a famous rapper / producer which helped market the product.

Posted via the Android CrackBerry App!

and I have not referred to dre being a brand ambassador. Beats have Neymar, Le Bron, Sagna, Nicki Minaj, Richard Sherman and more, as brand ambassadors...

Drake sounds like an old friend though, which are always more fun to hang out with. Unless I'm just missing a reference in which case I'll go back to my corner.

From my Neutrino Powered Z10

It could go either way. bb could pull a Samsung and have good, well utilised brand ambassadors, or they could be HTC and have paid a pile of money for a celebrity that they didn't use

Posted via the Android CrackBerry App!

I don't like drake but I feel he could help bring back that 'cool factor' blackberry is really lacking at the moment, keys just didn't give off the same vibe he does


Awww crap. If it helps sell devices to the target audience, then cool.
Common killed him. He isn't talented, but he sells, so that might work.

Q10SQN100-1/ CB10'n

He is lyrically talented. His voice is okay for singing and rapping. Its undeniable that he sets trends with his music tho, and that takes some skills. If it was so easy you could be up there making mills with him.

Posted via CB10

Everyone has a right to their opinion. He's a pro, he's supposed to be better than a listener (me. your comment about him being better than me ahhaahhah).
You either haven't listened to lyricists, or you just want to argue.
Try some Kweli, Common (who rocked Drake).... or some of the greats like Rakim, Nas, Pac, Pun, Kane., GZA...
But Drake is "pop" and he does sell to the kids now. But a lyricist he is not.

Q10SQN100-1/ CB10'n

Yea I'm aware of all the legends in the game. Of course they are more lyrically inclined as true "rappers". Their content is more appropriate for that genre. But drake isnt a hood type rapper and hence loses his credibility as a lyricist.

I'm not even a drake fan, but I give credit where its due. He sets trends in the industry and pop culture, in general, through his lyrics. That takes talent, even if its cheesier. But you are right, in the end it is all opinion.

Posted via CB10

Cause it's a good phone and he knows it (ah-ha ah ah-ah)
Your OS works so different around me!
Now hold on, we're swiping home!

Posted via CB10 via my BlackBerry Z10 ;)

"... he's known globally..." - Really? Seriously I have absolutely no Idea who he is and what he is doing. So no, he is not known globally.

Via CB10 App / Z10-2@ Hybrid

I didn't know you represented the whole world. He is responsible for the term Yolo and the started from the bottom trend

Oh, he started the "yolo" thing? So we need to kill him right?

Posted without the aid of AutoCorrect with my physical keyboard via CB10

You sir are a hero.

Seriously though, I'm not a fan of his music but he's big and Canadian. I think it's a pretty good move.

Posted via CB10. Most likely over my carrier's data connection and not wifi. :p

Lol!!! But seriously, I don't think over-the-top endorsements work. Obama at his peak endorsed BlackBerry and it didn't help.

Posted via CB10

LOL No I am not the world - I am the universe.
But seriously: If he would be really a big celeb, his name would have be heard in Europe.

And if he really started that Yolo s*it, it's no wonder he's unknown. Such *censored* people will always be ignored for the good of humanity.

Via CB10 App / Z10-2@ Hybrid

Don't worry, I hear they are thinking about Anne Murray for the older generations. Lol

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People can hate on Drizzy all they want. He reps Toronto and Canada like no other Canadian celebrity. I hope this partnership comes true.

Seriously? His name has changed since the original blog post by Bla1ze 6 minutes ago? These cRAP guys can't settle on an identity! Drake, Drizzy, soon to be D-Rizzy, then D-Rakey, then DraZikky, then . . . . :)

Says Dr DRM... Sounds like the new name for Dre given his Beats Music venture ;)

Posted via the Android CrackBerry App!

i hope they can get him not that i like him much but its because he is a canadian icon and ACTUALLY USES THE PRODUCT even after all that's out there he still has one.

Agreed. Not a huge fan of his music either. However, he does have a big fan base. A reason why I think he is better than keys is because is actually uses a BlackBerry.

Keys was terrible. Remember when she was announced and still tweeted from a iPhone?

Posted via CB10

Definitely a good fit. I think ambassadors are more important than other forms of advertising since people are sheep and want what their idols have.

Posted via CB10

Hold on, we're going home/Canada edition

Love this - first Drake is an ambassador for the Raps, then BlackBerry. He is officially the man.

Posted via the Android CrackBerry App!

No no no... no more brand ambassador for BlackBerry unless you have a very good marketing and sales strategy behind it.

Posted via CB10

I don't mind his music too much, but for marketing purposes it would be great. I'm a fairly young blackberry user, and people are always surprised because I don't need it whatsoever for work. The phones are sleek, and more sales are needed! Go blackberry!

Posted via CB10

Anything he does with advertising is better than what they ate doing now.... which is nothing

Posted via CB10

Not really, record labels are among some of the biggest businesses. Look at Apple and Beats, where did that community support come from? A rapper.

The dude rocks 15 million on twitter and another 15 million on Instagram...that's worth a few free phones to pimp around town with.

if fer realz....I'd score this a 85 out of 100.

I'd expect the next celebrity endorser to actual appear in BlackBerry ads & refrain from sending the odd tweet from his or her iPhone.

Sent from my BlackBerry Z30

I'm remembering J. Caloy's original I hate Blackberry bit where he plays Drake's "Started from the Bottom, Now We Here!"

I have been suggesting this idea forever. Drake will only compose lyrics on his BB, and his producer has backup devices in case he loses one.

Posted via CB10

This would be an excellent dose of marketing from both the consumer AND business ends of the spectrum. Drake is the official ambassador for the Toronto Raptors so this would be a trifecta.

That's actually a pretty great idea.

Posted from the bottom half of my Z10 / my brand new, custom Z5

He's not my cup of tea but bring him on, he's got brand power and we need a cool factor desperately. Like it or not.

Posted from the bottom half of my Z10 / my brand new, custom Z5

this doesn't make sense if they're not focusing on consumers right now.

unless a celebrity is going to endorse it for very little money, it seems like a waste.

is drake going to woo google services? is he going to sell BES?

maybe if he was going to rep a full touch device, but consumers drake would influence aren't interested in qwerty phones like the classic

Whatever direction BlackBerry goes it still needs a good marketing strategy this is a good beginning.

Z30 and loving it!

I don't like Drake's music, but I admire the man himself. Unlike Bieber, he hasn't let fame go to his head, he hasn't done anything criminally or even ethically stupid, and he is actually a good role model for teens. He is a rapper that parents can approve of!

He'll make a great rep for BlackBerry, not to keep existing enterprise customers, but to convince the younger demographic to buy BlackBerry as their first 'serious' mobile phone.

Posted via CB10

Best thing about this endorsement is that he actually is a BB user. It wouldn't be like those other celebrities who later tweet from another platform. If he ends up promoting the product, it stands to reason that whatever he says will be genuine, not simply parroting whatever the PR department tells him to say.

This guy has mention blackberry in his songs already he always has one too in his photos. He's done a better job than alicia keys, without even getting paid. He deserves it, and blackberry owes it to themselves to get a brand ambassador that actually believes in the product.

Posted via CB10

Christina Aguilera is also a BlackBerry user, she's still using her BB 9900, she could be a great option too

Posted via CB10

Fu**ing great idea. Hollywood can influence the masses. Celebrities need to protect the information and many already use blackberries!

Posted with none other than the Zed 10

Drake is very popular here in the USA (and of course globally) , so it would be great to have someone of his caliber promoting BlackBerry. His fan base mostly consists of those anywhere from maybe 14 or 15 years old to around 25 or so. And those are good ones BlackBerry needs to target. BBM would become very popular again as well potentially because that age range loves using and trying new social media apps and messengers and such. With BBM Channels, BBM is a social media app in a way. So I think getting Drake on board would be great. His music is ok to me; not his biggest fan of anything, but most young people in the USA (and other places) love him and that's all that should matter. Need more BlackBerry users in USA.

Posted via CB10

It seems they learned nothing from Alicia Keys fiasco. Wouldn't be more prudent to save the money and hire Blackberry reps for all major stores for each phone launch?

Celebrities already use blackberries that hasn't help drive sales. The very least, get someone that EVERYONE likes like Leonardo Dicaprio, Wolf of Wall St makes sense.

Why do we need a designated brand ambassador? Who is the brand ambassador for Apple, samsung, and Microsoft?

Posted via CB10

They don't need one. Because they like their products that it's not required to pay them to use their phones. This is a waste of money.

Posted via CB10

At this point I don't think it is fair to compare BlackBerry to apple, Microsoft, or google. If this works for BlackBerry why does it matter whether or not the others are doing it.

And on top of this, anything Drake touches seems to turn to gold right now.

Posted via CB10

Alicia's only problem was that she didn't use a BlackBerry on a regular basis. Her worldwide fame is big enough. Drake will still have to be photographed with only a BlackBerry and help promote over social media. He still has to put in work.

Posted via Z30 C0002FDEF

Wonder if this could be tied into his role as Ambassador of the Raptors and MLSE? We already know that BlackBerry is a big sponsor of the Blue Jays, why not expand and add MLSE to the portfolio?

This is brilliant. Look at what he did with the Raptors this past season. He's Canadian, devoted BlackBerry user and brings the cool factor. Bring him on already!

As long as BlackBerry does more PR than just a few posters, like they did at A.K. Concerts. I'm all for him even I don't have a clue who he is , seems popular .

Posted via CB10

Who the hell is Drake? Connect to the new Star Wars movies and Blackberry will strike back!...can I get some Star Wars stickers with that?...original trilogy.

Posted via Z10

Drake. What a talent. He hosted and sang on S N L a few months ago. That was a great show.

Posted via CB10

Everyone knows Star Wars...everywhere around the world. Lock in that contract quick, before Motorola.

Posted via Z10

It's a great idea but none of the other companies use high profile celebrities. What are the advantages of having him on side?

Posted via CB10

Not excited by it, isn't he like Alicia Keys sort of in decline? Do we need this again?

Posted via CB10

Why not just make some commercials with different celebrities endorsing BlackBerry with their reasons why they choose to use it? Promise their next 2 or 3 BlackBerry upgrades are compliments of the company that they can use at their leisure and víola! Money saved; endorsement made; #TeamBlackBerry for the win.

Posted via CB10

I think the Passport is a good fit for him tout, being that the sales of the device may need a little more selling than the Classic.

Better choice than Alicia Keys and Justin Bieber if that were to happen but i'm still not sure about having people like Drake help market BlackBerry.

Don't get me wrong, it's good to see that they're marketing these devices which is something they definitely need to do but personally I feel they could market them differently without these rappers and singers.

A lot of people, myself included can't stand Drake with his "started from the bottom" crap so maybe that's why I'm not too keen on the idea of him... but if it does happen and helps push BlackBerry in the right direction they deserve, then I suppose there's no harm.

Posted via CB10

He could definitely balance out the company for being more of a business device. Push the consumer side back into it. I could see him doing so cool or even funny commercials for BlackBerry. #startedfromthebottom now we here #blackberry10

Posted via CB10

@Sauron4 I agree about the starting from the bottom cheap. He grew up in Forrest Hill which is by no means a getto!! It's pretty posh. His dad was a Drummer for the Beach Boys and his buddy's sad was the producer for Degrassie! But would still really help the Brand in a bigger way!

Posted via CB10

Last I checked, Weston rd. was not also posh and I didn't know the drummer of the beach boys was of color. Wikipedia can't confirm this, can you provide your sources??

Posted via the Android CrackBerry App!

Not only does he actually use a Blackberry, he's already very well known for his BlackBerry usage throughout his career, both positively and negatively. With the right type of ad, this would be big attraction to the urban audience.

Add in a couple Blackberry lines in one of his new songs? Flawless victory.

Posted via CB10 on Blackberry Q5

Good move BlackBerry.Artist with class. One of the best. Keep the professionals coming.

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He is already the toronto raptors ambassador maybe he will sign up with the leafs and jays as well.
Get Ryan Seacrest

Posted via CB10

Before getting all excited over Drake representing BlackBerry, understand this; unless he or whoever the celebrity is "hot & current" then this will be a failure. Another Alicia Keys.
Consumers have the attention span of less than 30 seconds & unless they can identify him from his music or movies or some other media that is hot & current they will ignore or worse relegate him to irrelevant.
Take Shakira for example......she has a new album & at the same time doing advertising segments for other products.......she is hot she is relevant. This is what BlackBerry needs.......not some artist that might have a album or music released more than 1 year ago.
Not saying Drake is nothing but in consumer's mind he might be unless his BlackBerry promotions coincide with a album release........

Just saying......since marketing is my business

Posted via CB10

Difference is Alicia Keys lost her rep because she tweeted from an iPhone the moment she became the global whatever she her career wasn't the greatest at the time and also drake is huge and represent Canada and is a known blackberry user and stated it many times

Posted via CB10

I will try saying another way.......30something parent sees Drake on tv in advertising BlackBerry then drives their teens to a game listening to the radio & Drake again is in heavy rotation......the teens scream at their parent to turn up the volume & start singing along. After the same parent notices billboard advertising for Drake in concert & the teens are begging for ticket.......
Conclusion: Drake is hot & worth listening to so next time shopping for a cell phone the first question is about the phone Drake has.

Picture this without Drake on the radio & music video tv promoting a new ticket being advertised for show

Now replace Drake which any celebrity without a new hot product...... Maybe Alicia Keys comes to mind

Posted via CB10

He's also affiliated with the Raptors (I think Global Ambassador or something?) and he's doing an okay job with them. Blackberry is a Raptors sponsor, so it's all come full circle, maybe?

Posted via CB10

While I'm not a huge Drake fan. I clearly recognize his global brand. I really want BlackBerry to succeed. This a definite step in the right direction. Alicia was to safe.

Posted via CB10

Marketing sells, period. Drake sells period. If BlackBerry can hire savvy marketing firm and flood all forms of marketing and establish a new image, instead of its current then you'll be successful, period.

Posted via CB10