Pophouse Entertainment Takes 50% Stake in Iron Maiden's Catalog and Rights, Eyes Ambitious Eddie Projects

Iron Maiden has entered a major partnership with Pophouse Entertainment, the Swedish investment firm behind ABBA Voyage and KISS's avatar show, selling a 50% stake in its publishing and master music rights as well as the band's name, image, and likeness (NIL) rights, according to multiple reports.

Billboard reported that the deal includes a stake in the rights relating to Eddie, Maiden's longtime mascot, which Pophouse says it will use to "turbo-charge" the rockers' cinematic and immersive projects. The firm also acquired NIL rights tied to the band and their mascot, added Loaded Radio.

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BillboardIron Maiden Sells Half of Their Catalog, Name And Likeness Rights to Pophouse EntertainmentLoaded RadioThe Company Behind KISS’s Avatars Just Signed Iron Maiden

"turbo-charge"

While financial terms were not disclosed, Variety provided context: Pophouse paid upward of $300 million for a similar deal with KISS. That earlier acquisition paved the way for the band's upcoming avatar show, which Loaded Radio noted is part of the firm's growing portfolio of immersive experiences.

VarietyIron Maiden Sells 50% Stake in Music Catalog and Likeness Rights to Pophouse Entertainment

Rooted in a shared creative vision, according to Blabbermouth, the partnership extends beyond music catalog investment. Pophouse's history with ABBA Voyage, the virtual concert that has drawn audiences in London, signals a possible direction for Iron Maiden's own cinematic and digital ventures, though specific projects have not been announced.

"Rooted in a shared creative vision"

The deal marks another high-profile catalog sale in the music industry, but for Iron Maiden it also leverages one of metal's most recognizable mascots. Pophouse's stated intention to amplify Eddie across new platforms suggests the band's visual identity will be as central to the partnership as its music library.