We have been sort of waiting in fear ever since we heard the name “BlackBerry Jam Americas” for the event that RIM is holding in San Jose right now. We knew that at some point there would be a “jam”, and we were right to be worried, because the music video that RIM has released could very well undo all of the good that the company did today.
We were pleasantly surprised with what we saw from the BlackBerry 10 beta 3software, and RIM CEO Thorsten Heins seems to have a pretty realistic vision of what BlackBerry can accomplish. And then, there is this music video. It almost feels like RIM saw the Foo Fighters close out Apple’s recent announcement and scrambled to put something together.
The song is a play on the REO Speedwagon song “Keep on Loving You”, and is titled “Devs, BlackBerry Is Going To Keep On Loving You”, which should be your first red flag. The song’s lyrics have been changed with the aim of making BB10 sound good to devs, but it completely ignores specifics, so you get lyrics like, “We’ll have BlackBerry 10, both in full touch and QWERTY editions.”
If it were more clear that this was intended to be a joke, it wouldn’t be so bad, but there is a solid feeling of earnestness in the video.