Iron Maiden Joins Forces with Pophouse: Inside the 50/50 Mega-Deal Transforming Heavy Metal History

The music industry just witnessed one of its most monumental catalog deals to date. Iron Maiden has officially sold a 50% stake in their publishing, master music rights, and name, image, and likeness (NIL) rights to Swedish entertainment powerhouse Pophouse Entertainment. While the financial specifics remain undisclosed, the structure is clear: Pophouse now co-owns the band's complete master recordings, publishing catalog, NIL rights, and — crucially — the rights to Eddie, Iron Maiden's legendary zombie mascot. Global music company BMG will retain its existing stake in the catalog, which it has managed since 2013.
Pophouse Entertainment — co-founded by ABBA's Björn Ulvaeus — is not a traditional music publisher. They are pioneers of immersive entertainment, famous for orchestrating the hugely successful ABBA Voyage avatar concert in London. Their portfolio also includes major stakes in KISS, Cyndi Lauper, and Tina Turner. By partnering with Pophouse, Iron Maiden ensures their highly theatrical, visual world will transition seamlessly into modern media formats.
Iron Maiden manager Rod Smallwood and Pophouse CEO Jessica Koravos have made it clear this venture is all about "world-building." Production has already commenced on a major documentary and cinematic project following the band on their "Run for Your Lives" world tour. The partnership will also launch the "Infinite Dreams" museum — a physical, interactive experience tracking 50 years of Iron Maiden history. And because Eddie is one of the most recognizable mascots in rock history, Pophouse plans to build an expansive interactive digital universe around him, with immersive horror-themed storytelling and tech-driven narrative experiences.
Iron Maiden has spent five decades commanding global stages with unmatched energy and theatricality. By retaining 50% control while plugging into Pophouse's cutting-edge digital infrastructure, the band is securing their legacy for the next generation of metalheads. Iron Maiden isn't fading away — they are becoming immortal.


