British rock veterans Iron Maiden have become the latest artist to strike a wide-ranging rights deal with Swedish company Pophouse, joining Kiss, Cyndi Lauper, Swedish House Mafia and the late Tina Turner and Avicii in its portfolio.
The company has acquired a stake in Iron Maiden’s publishing and recordings rights, as well as their name, image and likeness rights. Plans are afoot for a cinematic tour-film, interactive fan experiences and “developing a digital universe centered around Eddie” – the band’s famous mascot.
In fact, the partnership has already gotten underway with an ‘Infinite Dreams Museum Experience‘ for fans at the band’s recent EddFest concert in the UK, drawing on their 50-year history so far.
“In a world of rapid technological advancements, we believe that Iron Maiden, together with us, is perfectly positioned to harness the opportunities this new era brings,” said Pophouse’s Johan Lagerlöf.
Iron Maiden have been ahead of the crowd for a while when it comes to creative spin-offs, from their own mobile game ‘Legacy of the Beast‘ to 13 years of their own-brand beers.
“It’s absolutely one of the greatest sandpits for a creative to play in, and Pophouse have already shown they belong in it,” said the band’s co-manager Dave Shack, MD of Phantom Music.
