Iron Maiden has sold a 50% stake in its music catalog, publishing, and master recordings, along with name, image, and likeness rights, including their iconic mascot Eddie, to Pophouse Entertainment. Talking to Billboard, Pophouse CEO Jessica Koravos told the publication that the plan is to “work together turbocharging Maiden’s plans for the future.” The Swedish company, known for the groundbreaking ABBA Voyage and upcoming KISS avatar projects, aims to expand the band’s legacy through films, immersive experiences, and a digital universe centered on Eddie. The deal, which was more than a year in the making, will allow Iron Maiden to accelerate creative projects while continuing to tour.
“We are 50-50 partners with the band, and the plan is that we’re going to work together turbocharging Maiden’s plans for the future.” – Pophouse CEO Jessica Koravos
Pophouse Entertainment, co-founded by ABBA’s Björn Ulvaeus, pioneered ABBA Voyage, a virtual concert residency in London’s custom-built ABBA Arena featuring hyper-realistic 1979-era avatars performing the band’s hits. Launched in 2022, the show has sold over 3 million tickets thanks to advanced motion-capture technology. Building on this success, Pophouse acquired KISS’s catalog and IP for a new avatar show in Las Vegas, targeted for 2027–2028. The immersive production seeks to let the rock icons live forever through theatrical fantasy elements, alongside planned biopics and other experiences.
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