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Rachel Metz

A View from Rachel Metz

RIM's Power Ballad to Its Developers

RIM uses a cheesy music video to show its true feelings to developers.

  • September 25, 2012

There were some awkward moments during the keynote speeches at BlackBerry maker Research In Motion’s annual developer conference Tuesday but the worst of them came in the form of an embarrassingly cheesy (yet sweet) music video created to show app developers how much the company loves them.

The song, performed by a group of impressively skilled RIM executives, was a cover of REO Speedwagon’s ’80s classic, “Keep on Loving You,” complete with lines like, “And I meant every word I said when I said that your apps will make BlackBerry better than ever” and, “The API’s complete; we just want to keep on loving you.”

The cornball lyrics, combined with an abandoned warehouse setting, was painful to watch the first time around. But after watching it a few times more I have to give RIM credit for the company’s earnestness and willingness to get silly. Also, the high production values don’t hurt. 

If you think your eyes and ears can handle it, check it out below. Don’t say I didn’t warn you, though.

Keep up with the latest in Apple at EmTech Digital.

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