, stable mate to the cult video game 'Guitar Hero', has signed up Radio 1 DJ Zane Lowe to front promotional activity for its UK launch.
The push, which was devised by live music commerce agency Big Fish, will see 'Guitar Hero' maker Activision become the main sponsor of Lowe's 2009 tour.
'The Zane Lowe DJ Hero Tour' kicks off on September 23.
Ian McClellan, senior brand manager at Guitar Hero, said: "'Guitar Hero' are very proud to be working with Zane on our DJ Hero launch and beyond.
"As the UK's leading music game franchise, it's important for us to work with the most respected and enthusiastic members of the music industry and Zane fits that bill and more."
'DJ Hero', which is set to be released this autumn, features more than 80 remixes of two different songs from a selection of over 100 different songs across numerous genres.
To score points, a player can scratch the turntable on the game's custom controller in time to perform well for the virtual crowd.
The game also features a mode for selected songs for a DJ player to play alongside another player using a 'Guitar Hero' guitar controller.