Iron Maiden has sold a 50% stake in their publishing and master music rights to Swedish entertainment company Pophouse Entertainment, the company announced on Tuesday, July 14. The deal also includes a stake in the band's name, image, and likeness rights, covering trademarks, personas, and associated intellectual property, including rights tied to Eddie, the band's longtime ghoulish mascot.
According to Billboard, terms of the deal were not disclosed. It was structured and developed over the last year with the band's co-manager Andy Taylor. BMG retains its relationship with the band as their publisher.
Pophouse was established by ABBA member Björn Ulvaeus and Conni Jonsson, founder of global private equity firm EQT AB. The company already owns music rights to KISS, Cyndi Lauper, and Tina Turner. It is best known for its connection to ABBA Voyage, the London show where digital avatars of the ABBA members perform the group's greatest hits.
Pophouse CEO Jessica Koravos described the partnership as a long-term creative collaboration. "We are 50-50 partners with the band, and the plan is that we're going to work together turbo charging Maiden's plans for the future," Koravos told Billboard. "With Pophouse, we're always thinking around the visual identity and … there's lots of world building that's possible both in [Maiden's] artwork, but also in the storytelling within the songs. The heavy metal genre, especially with the addition of Eddie, lends itself to a treatment potentially in the world of horror."
Koravos confirmed that Pophouse is already collaborating with Iron Maiden on a film of their Run For Your Lives World Tour, along with plans for interactive fan experiences and a digital universe centered around Eddie.
Iron Maiden was formed in 1975 by founder and bassist Steve Harris in London. The band has sold 100 million records across 17 studio albums and has received Grammy, Brit, and Ivor Novello awards. Four of their albums have reached the top 10 of the Billboard 200 chart. Their highest-charting album, Senjutsu, debuted at No. 3 in 2021.
The band's manager, Rod Smallwood, expressed enthusiasm about the deal. "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," Smallwood said in a statement. "The interest in the band has never been bigger and [with] this strategic partnership … the fans can be assured there is a great deal more to come for Maiden, and Eddie will rule, OK!!"
