Pophouse, the company behind ABBA's hologram concerts, has acquired a stake in the publishing and master music rights, and the name, image, and likeness rights, of Iron Maiden.
The partnership will allow Iron Maiden to embark on new creative projects that connect with existing fans and attract new audiences.
It has been structured and developed over the past year between Pophouse and the band’s co-manager, Andy Taylor.
Iron Maiden at the recent EddFest performance at Knebworth House
"Iron Maiden is a band whose remarkable longevity and rich catalogue open up countless creative possibilities," said Pophouse CEO Jessica Koravos.
"With Pophouse’s partnership, the band now has the investment and creative firepower to keep evolving for decades to come."
As well as live experiences and a major cinematic project, the collaboration will include the development of interactive fan experiences and a digital universe centred around the band's mascot, Eddie.
Eddie-themed fan experiences
As part of the recent EddFest performance at Knebworth House, Pophouse and Iron Maiden launched their first creative collaboration – the Infinite Dreams Experience, which included Eddie-themed attractions and experiences.
"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," said Rod Smallwood, Iron Maiden's manager.
"The fans can be assured there is a great deal more to come for Maiden, and Eddie will rule, OK!!"
Dave Shack, managing director of Phantom Music and co-manager of the band, said: "Rod and 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," he added.
"It’s absolutely one of the greatest sandpits for a creative to play in – and Pophouse have already shown they belong in it."
Formed in east London in 1975, Iron Maiden has sold more than 100 million records, released 17 studio albums, and played more than 2,500 concerts across 64 countries.
Pophouse is also collaborating with artists and bands including Kiss, Cyndi Lauper and Tina Turner.
