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"The opportunity that this relationship creates for an individual artist, a record label, or for that matter an industry, customizing distribution and exposure, is unparalleled in the history of the music business."
—Jimmy Iovine
SIRIUS SATELLITE IN DEAL WITH INTERSCOPE’S IOVINE
UMG Exec to Consult on Programming
and Marketing
Sirius Satellite Radio announced today that it has struck a deal with Interscope chief Jimmy Iovine to serve as a programming and marketing consultant for the number-two satellite radio provider, which appears to be taking steps to make its music offerings more attractive.

In a release, Sirius says Iovine will act as “creative advisor and consultant to Sirius on new programming opportunities” and that Interscope “will also offer Sirius marketing and promotional opportunities” with label artists.

Iovine last year helped put together the deal for Eminem to lend his name and image to a new Sirius hip-hop channel, the recently launched Shade 45. The channel is co-executive produced by Eminem, manager Paul Rosenberg, Shady Records and Interscope.

Said Sirius President of Entertainment and Sports Scott Greenstein (the same exec who recently brought Howard Stern to Sirius), “Over the last 14 years, Jimmy Iovine took Interscope Records from a start-up operation to what is now one of the most influential record companies in the world. His artists, including  U2, Eminem, No Doubt, Sheryl Crow, 50 Cent and Queens of the Stone Age, among many others, represent the best that music has to offer. He is a forward-thinking entertainment executive who shared our initial vision for Shade 45. I look forward to the exciting new projects we will work on together for SIRIUS.”

Said Iovine, “The opportunity that this relationship creates for an individual artist, a record label, or for that matter an industry, customizing distribution and exposure, is unparalleled in the history of the music business.”

The New York Times reports today that as part of the deal, Interscope is expected to explore the possibility of creating Sirius shows or channels for other label artists. The shows or channels would presumably follow in the mold of Eminem’s Shade 45.

Meanwhile, Greenstein is said to have begun discussing deals with other music executives similar to the one he just made with Iovine.

Iovine, of course, has nurtured a key relationship with Apple Computer, helping to make last year’s U2/iPod campaign, which included a massive television media buy and even a customized U2 iPod in which Interscope shares in the profts, a huge success for both parties.
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