This is an important time for Nokia - the period between the announcement of their new Lumia handsets and their availability in the UK (on the EE 4G LTE network) is a time to build up awareness of the new handsets and their capabilities. From Lowe himself:
I've always been a big fan of Nokia, so to partner with them is really exciting for me. They make it easy for people to access so much new music with Nokia Music app, the playlists, and gig finder, and it's these things that make it great to have them connected to this tour.
Lowe has a resepcted place in UK culture, and as his Tour goes round many of the big University Campuses and Unions around the country, the halo effect around the Lumia brand will help promote the new Lumia handsets. It's also going to have a positive effect on the Windows Phone platform leading up to the launch of Windows Phone 8 to the public.
Hat tip to Digital Spy.