Heavy metal pioneers Iron Maiden have officially entered a strategic partnership with Pophouse Entertainment, confirming the sale of 50 per cent of their music catalog and likeness rights. This significant agreement marks a new chapter for the band, as they look to leverage the investment firm's expertise in brand-building and immersive entertainment.
Pophouse, the Swedish firm renowned for its work on the groundbreaking ABBA Voyage show and its ongoing collaboration with KISS on avatar-based productions, is expected to help the band accelerate their creative ambitions. Longtime manager Rod Smallwood expressed enthusiasm regarding the deal, noting that the partnership will allow the band to “pursue, facilitate, and finance our many plans and dreams quicker than we ever hoped.”
The collaboration is not entirely new; the two parties previously joined forces for the Infinite Dreams Museum, which explored the band's storied history. According to reports, the new deal encompasses both the band’s music and their iconic mascot, Eddie. Future initiatives are expected to include expanded cinematic projects, high-quality concert filming, and the development of new online platforms for their mascot.
Iron Maiden has sold a 50% stake in its music catalog, plus its name, image and likeness rights including mascot Eddie, to Pophouse, the Swedish firm behind ABBA Voyage and the KISS avatars. Terms were not disclosed. pic.twitter.com/RtjvihDL18
— Rock Feed 🎸 (@RockFeedNet) July 14, 2026
Co-manager Dave Shack highlighted the creative potential of the partnership, stating, “The band provides the cornerstone of what Maiden is – superlative music and incredible live shows, and the Phantom Team have focused on developing parts of Maiden lore that we think our fans will embrace and enjoy. It’s absolutely one of the greatest sandpits for a creative to play in – and Pophouse have already shown they belong in it.”
While the band continues to innovate, they remain active on the touring circuit. Following a recent set of European dates, they are preparing for upcoming shows with support from Megadeth and Anthrax. Despite being named as inductees for the 2026 Rock N Roll Hall of Fame, the band has confirmed they will not be in attendance for the ceremony.