Record industry veteran Iovine to advise Sirius

Sirius satellite radio, locked in a stiff competition with its rival XM, on Monday said Interscope Geffen A&M Records chairman Jimmy Iovine will act as the firm's new creative adviser.

Iovine, a record industry veteran of 14 years who is credited with creating one of the influential more record labels by merging Geffen and A&M with his own Interscope, will also be a consultant on Sirius' new programming ventures.

Recently, Iovine played a key role in setting up Eminem's 'Shade 45,' a hip-hop channel available on Sirius radio.

The tie-up between the two firms also includes marketing and promotion of artists associated with the record label--including U2, Eminem, No Doubt, Sheryl Crow, 50 Cent and Queens of the Stone Age--on Sirius radio channels.