Fresh off finally earning a place in the Rock & Roll Hall of Fame, Iron Maiden is embarking on another new chapter.
The legendary British metal band has announced a partnership with Swedish entertainment company Pophouse, which has acquired the rights to Iron Maiden’s name, image and likeness as well as select intellectual property. According to the companies, the collaboration is designed to expand Iron Maiden’s legacy through new experiences for fans, with plans spanning immersive projects, digital initiatives and other ventures that build on the band’s 50-year history.
Founding bassist Steve Harris said the group was drawn to Pophouse because of its commitment to preserving artists’ legacies while finding new ways to reach audiences.
“We’ve always been about giving our fans the very best experience, whether that’s through our music, our shows or Eddie,” Harris said. “Pophouse has impressed us with its creative vision and fan-first approach. We’re excited to see where this can lead while remaining true to everything Iron Maiden has built over the past five decades.”
Pophouse, which has developed advanced, avatar-based entertainment experiences around artists including ABBA and has inked a similar deal with KISS, said it plans to work closely with the band and its longtime management to ensure any future projects remain faithful to Iron Maiden’s identity and history.
During Iron Maiden’s recent EddFest performance at Knebworth, the band and Pophouse unveiled their first joint venture: the Infinite Dreams Museum Experience, an immersive exhibition celebrating 50 years of Iron Maiden history. Inspired by the band’s anniversary book Infinite Dreams, the attraction places the ever-present mascot Eddie at the center of the band’s evolution. EddFest also transformed the grounds into an immersive “Maidenville,” expanding the concert experience with Eddie-themed attractions and interactive experiences designed for fans.
Pophouse and Iron Maiden are also filming the band’s ongoing Run For Your Lives world tour for a major cinematic project, while future plans include the development of a digital universe centered on Eddie.
As previously reported, Iron Maiden was voted into the Rock & Roll Hall of Fame on its third nomination, ending one of the institution’s longest-running omissions. However, the band will not attend the ceremony while on the road. “As the most observant have already noticed, the band will be on tour in Australia around the November date of the induction ceremony for the Rock and Roll Hall of Fame in Los Angeles. In accepting, Iron Maiden made it very clear to the R&R HoF that the fans always come first and that the shows will of course go on,” longtime manager Rod Smallwood told Billboard.
