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.

Be the leader your company needs. Implement ethical AI.
Join us at EmTech Digital 2019.

Register now
More from Intelligent Machines

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

Want more award-winning journalism? Subscribe and become an Insider.
  • Insider Plus {! insider.prices.plus !}* Best Value

    {! insider.display.menuOptionsLabel !}

    Everything included in Insider Basic, plus the digital magazine, extensive archive, ad-free web experience, and discounts to partner offerings and MIT Technology Review events.

    See details+

    Print + Digital Magazine (6 bi-monthly issues)

    Unlimited online access including all articles, multimedia, and more

    The Download newsletter with top tech stories delivered daily to your inbox

    Technology Review PDF magazine archive, including articles, images, and covers dating back to 1899

    10% Discount to MIT Technology Review events and MIT Press

    Ad-free website experience

  • Insider Basic {! insider.prices.basic !}*

    {! insider.display.menuOptionsLabel !}

    Six issues of our award winning print magazine, unlimited online access plus The Download with the top tech stories delivered daily to your inbox.

    See details+

    Print Magazine (6 bi-monthly issues)

    Unlimited online access including all articles, multimedia, and more

    The Download newsletter with top tech stories delivered daily to your inbox

  • Insider Online Only {! insider.prices.online !}*

    {! insider.display.menuOptionsLabel !}

    Unlimited online access including articles and video, plus The Download with the top tech stories delivered daily to your inbox.

    See details+

    Unlimited online access including all articles, multimedia, and more

    The Download newsletter with top tech stories delivered daily to your inbox

/3
You've read of three free articles this month. for unlimited online access. You've read of three free articles this month. for unlimited online access. This is your last free article this month. for unlimited online access. You've read all your free articles this month. for unlimited online access. You've read of three free articles this month. for more, or for unlimited online access. for two more free articles, or for unlimited online access.