Iron Maiden Sell Half of Music and Likeness Rights to Pophouse

Heavy metal pioneers Iron Maiden have officially sold a 50 per cent stake in their music catalog and likeness rights to Pophouse Entertainment. This strategic move marks a significant shift for the band, as they look to leverage the investment firm’s expertise in brand-building and immersive entertainment to accelerate their future creative projects.

Pophouse, the Swedish firm renowned for its work on the groundbreaking ABBA Voyage show and its ongoing development of digital avatar productions for KISS, has been collaborating with the band for over a year. This partnership has already yielded tangible results, including the development of the Infinite Dreams Museum, which explores the band’s storied history.

Strategic Growth and Future Projects

Longtime manager Rod Smallwood expressed enthusiasm regarding the deal, noting that the capital injection will allow the band to “pursue, facilitate, and finance our many plans and dreams quicker than we ever hoped.” According to reports, the collaboration is set to expand into cinematic projects, high-quality concert filming, and the creation of an enhanced online platform for Eddie, the band’s iconic mascot.

The band has a long history of experimenting with digital media, having previously developed mobile games and a computer game tied to their 2010 album, The Final Frontier. Co-manager Dave Shack emphasized that the partnership with Pophouse provides a “creative sandpit” that will allow for further exploration of the lore surrounding their mascot, including potential ventures into horror, gaming, and comic books.

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

While the band continues to navigate their global touring commitments, including their recent European dates and upcoming shows with support from Megadeth and Anthrax, this deal ensures that their legacy remains at the forefront of modern entertainment technology. Despite being named as inductees for the 2026 Rock N Roll Hall of Fame, the band has confirmed they will not be attending the ceremony, choosing instead to focus on their ongoing creative evolution.