Iron Maiden have entered a new long-term partnership with entertainment and music investment firm Pophouse, selling a stake in the band’s publishing and master music rights, as well as their name, image and likeness (NIL) rights, in a deal aimed at expanding the legendary group’s creative future.
According to Billboard, Pophouse has acquired a 50% stake in those assets, although financial terms of the agreement were not disclosed. The partnership has been quietly developed over the past year between Pophouse and Iron Maiden co-manager Andy Taylor.
Rather than focusing solely on the band’s music catalog, the agreement is intended to support a range of future projects designed to engage longtime fans while introducing Iron Maiden to new audiences through immersive experiences, film, and digital initiatives.
One of the first collaborations has already been unveiled in the form of “The Infinite Dreams Museum Experience,” which debuted during the band’s recent Eddfest event at Knebworth House. Inspired by the anniversary book Infinite Dreams, the exhibition celebrates five decades of Iron Maiden history, with the band’s iconic mascot Eddie taking center stage through interactive attractions and themed fan experiences.
The partnership also includes work on a major cinematic project documenting Iron Maiden‘s ongoing “Run For Your Lives” world tour. Beyond that, both parties plan to develop additional interactive fan experiences and build a digital universe centered around Eddie.
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.”
Johan Lagerlöf, managing partner of the Pophouse fund and head of investments, added: “Iron Maiden are not just a legendary band, they are one of the most powerful franchises in music history. Their songs, unique imagery, and live shows have inspired generations of dedicated fans across every continent and continue to attract new audiences, decade after decade. In a world of rapid technological advancements, we believe that Iron Maiden, together with us, is perfectly positioned to harness the opportunities this new era brings. We are humble but beyond excited to help shape the legacy of this unique cultural phenomenon.”
Iron Maiden manager Rod Smallwood expressed his enthusiasm for the collaboration, saying: “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!!”
Formed in East London in 1975, Iron Maiden have become one of the most influential heavy metal bands of all time. Across a career spanning more than five decades, the group has sold over 100 million records, released 17 studio albums, earned Grammy, Brit and Ivor Novello awards, and performed more than 2,500 concerts in 64 countries.
The acquisition also expands Pophouse‘s growing portfolio of legendary artists, which includes Kiss, Tina Turner, Cyndi Lauper, Avicii and Swedish House Mafia. The company has previously developed successful fan-focused projects including ABBA Voyage, ABBA The Museum, Mamma Mia! The Party, and the Avicii Experience, combining music catalogs with immersive entertainment and new technology.
