Iron Maiden Partners With Pophouse in Major Catalog and IP Deal

Iron Maiden is entering a new era after striking a wide-ranging partnership with Swedish entertainment investment firm Pophouse Entertainment, which has acquired a stake in the band’s music rights and intellectual property.

Announced on July 14, the agreement gives Pophouse an ownership interest in Iron Maiden’s publishing and master recordings, along with rights to the band’s name, image and likeness. According to Billboard, the company has acquired a 50% stake in the group’s publishing and master catalogs.

The partnership follows Iron Maiden’s EddFest celebration at Knebworth earlier this month, commemorating the band’s 50th anniversary, and was developed over the past year alongside co-manager Andy Taylor.

Rather than focusing solely on catalog ownership, the agreement is intended to expand Iron Maiden’s creative universe. The companies say they plan to develop new experiences that introduce the band’s music and iconic imagery to new audiences while deepening engagement with longtime fans.

Their first collaboration has already launched with the Infinite Dreams Museum Experience, an immersive exhibition inspired by the band’s 50th anniversary book, “Infinite Dreams.” Pophouse is also filming Iron Maiden’s ongoing Run For Your Lives world tour for an upcoming cinematic project, with plans including a digital universe centered around the band’s longtime mascot, Eddie.

Founded in East London in 1975, Iron Maiden has sold more than 100 million records, released 17 studio albums and performed over 2,500 concerts across 64 countries, cementing its status as one of heavy metal’s most influential acts.

The deal continues Pophouse’s aggressive expansion into music rights and artist intellectual property. The company, co-founded by ABBA’s Björn Ulvaeus and EQT founder Conni Jonsson, raised more than €1.2 billion for its inaugural investment fund in 2025. Previous partnerships include KISS, Cyndi Lauper, Avicii, Swedish House Mafia and Tina Turner, with the KISS agreement already serving as the foundation for an upcoming avatar-based concert experience.