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Pophouse Entertainment, the investment firm co-founded by ABBA’s Bjorn Ulvaeus, has announced a partnership with legendary British heavy metal band Iron Maiden, acquiring a stake in the publishing and master music rights,
and the name, image, and likeness (NIL) rights. Billboard reports that Pophouse has acquired a 50% “stake” in the assets; further terms were not disclosed.
The deal includes rights to the band’s iconic mascot, the ghoulish character “Eddie.”
However, for the sake of context, Pophouse paid upward of $300 million for a similar deal with Kiss,although the percentage was unclear.
The partnership, which has been structured and developed over the last year between Pophouse and the band’s co-manager, Andy Taylor, “will enable Iron Maiden to pursue new creative ventures that connect with existing fans as well as bringing their extensive catalogue to new audiences,” according to the announcement.
Formed in London in 1975, Iron Maiden are one of the longest-running and most influential metal bands of all time, having sold an estimated 100 million records across 17 studio albums amid Grammy, Brit and Ivor Novello Awards. The band is a touring powerhouse, with legions of fans following them across multiple dates on the group’s frequent tours.
As part of their recent EddFest performance at Knebworth House, Pophouse and Iron Maiden launched their first creative collaboration: the Infinite Dreams Museum Experience celebrating 50 years of Iron Maiden history. Built and inspired by the band’s anniversary book, “Infinite Dreams,” it places perennial mascot Eddie as a cornerstone of the band’s career evolution. Eddfest at Knebworth was the chance to create an immersive “Maidenville” for fans, expanding the live experience through Eddie-themed attractions and interactive fan experiences.
The partnership extends beyond live experiences – Pophouse and Iron Maiden are collaborating on filming the band’s ongoing “Run for Your Lives” world tour for a major cinematic project, while other future plans include expanding interactive fan experiences and developing a digital universe centered around Eddie, according the the announcement.
Pophouse CEO, Jessica Koravos, said: “Iron Maiden is a band whose remarkable longevity and rich catalogue open up countless creative possibilities. With Pophouse’s partnership, the band now has the investment and creative firepower to keep evolving for decades to come. It is a privilege to support Iron Maiden in this new chapter and to help carry their extraordinary legacy forward for the fans who have built this global community over the past 50 years.”
Iron Maiden Manager, Rod Smallwood, said: “I am very excited about our relationship with Pophouse and the ability we now have to pursue, facilitate, and finance our many plans and dreams quicker than we ever hoped. The interest in the band has never been bigger and this strategic partnership, which we’ve been quietly working together on now for over a year, has already had results with the progress on the Infinite Dreams Museum and the filming of the current show. The fans can be assured there is a great deal more to come for Maiden, and Eddie will rule, OK!!”
