Iron Maiden have sold half the rights to their music and likenesses to Pophouse Entertainment.
Pophouse is the same production house behind the ABBA Voyage hologram show as well as the upcoming slate of KISS avatar productions. The deal was announced via a press release, with Billboard further reporting the 50-percent stake.
Longtime Iron Maiden manager Rod Smallwood said, “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 first collaboration between Iron Maiden and Pophouse was the Infinite Dreams Museum during the band’s recent Eddfest in Knebworth, in which a range of artifacts and exhibits showcasing the band’s extensive history were displayed. Further projects intend to focus on cinematic projects like material to be played during shows as well as the filming of the shows themselves and expanding the digital footprint of Eddie, Iron Maiden’s zombie mascot.
One of their more immediate projects was the filming of the curfew-curtailed end of the band’s Paris La Défense show which was being filmed for intended cinematic release.
Iron Maiden have previously explored these terrains already, with a small computer game packaged with their album The Final Frontier as well as with their co-manager Dave Shack, head of Phantom Music, the team behind a slew of mobile games.
Shack said, “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. 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. 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.”
Iron Maiden are currently preparing for their upcoming “Run For Your Lives” North American tour featuring Megadeth and Anthrax as support. We named it one of our top 10 must-see metal and hard rock tours of summer 2026, with tickets available here.
