Hello,

We noticed you're browsing in private or incognito mode.

To continue reading this article, please exit incognito mode or log in.

Not an Insider? Subscribe now for unlimited access to online articles.

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.

Tech Obsessive?
Become an Insider to get the story behind the story — and before anyone else.

Subscribe today

Uh oh–you've read all of your free articles for this month.

Insider Premium
$179.95/yr US PRICE

More from Intelligent Machines

Artificial intelligence and robots are transforming how we work and live.

Want more award-winning journalism? Subscribe to Insider Basic.
  • Insider Basic {! insider.prices.basic !}*

    {! insider.display.menuOptionsLabel !}

    Six issues of our award winning magazine and daily delivery of The Download, our newsletter of what’s important in technology and innovation.

    See details+

    What's Included

    Bimonthly magazine delivery and unlimited 24/7 access to MIT Technology Review’s website

    The Download: our daily newsletter of what's important in technology and innovation

/
You've read all of your free articles this month. This is your last free article this month. You've read of free articles this month. or  for unlimited online access.