Iron Maiden sell half of music and likeness rights to Pophouse

Iron Maiden have sold a 50 percent stake in their music and likenesses to Pophouse Entertainment. The Swedish company is the same production house behind the ABBA Voyage hologram show and the upcoming slate of KISS avatar productions.

The transaction underscores a broader shift in the European entertainment economy, where legacy acts are converting their intellectual property into diversified multimedia franchises. Rather than relying solely on traditional recording revenues, rights holders are increasingly extracting value through digital avatars, cinematic releases and permanent branded venues.

“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,” said longtime manager Rod Smallwood. “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.”

That museum was the first public collaboration between the band and Pophouse, debuting at Iron Maiden’s recent Eddfest in Knebworth. It showcased a range of artifacts and exhibits detailing the band's extensive history. Looking ahead, the partnership intends to focus on cinematic projects, live show filming, and expanding the digital footprint of Eddie, the band’s zombie mascot.

Iron Maiden have already tested these commercial waters, notably by packaging a small computer game with their album The Final Frontier. Co-manager Dave Shack, who leads Phantom Music, has driven much of this expansion.

“Rod & Andy have always encouraged and inspired us to take chances in developing Eddie and the worlds he inhabits, such as horror, gaming, or comic books,” Shack said. He noted that the band provides the foundation of “superlative music and incredible live shows.”

“The Phantom Team have focused on developing parts of Maiden lore that we think our fans will embrace and enjoy,” he added. “Such Maiden-related initiatives include an award-winning mobile game, a global fan club offering, a vibrant drinks business, books and comics and, of course, merchandising in all its forms. It’s absolutely one of the greatest sandpits for a creative to play in – and Pophouse have already shown they belong in it.”

One immediate project already underway is the cinematic release of the curfew-curtailed end of the band’s Paris La Défense show. Iron Maiden are currently preparing for their upcoming “Run For Your Lives” North American tour, featuring Megadeth and Anthrax.