Iron Maiden today shared the details of their multi-faceted partnership (see official PR here) with Swedish global entertainment company Pophouse – a brand known to most people for their association as founding investor with the incredible ABBA Voyage Show in East London. The deal was done by Andy Taylor on behalf of Phantom Music and the band. Rod, Andy & Shacky have been working with the creatives at Pophouse for a long time now (and they have been guests at many of our shows) to develop, alongside Phantom Music Creative Director Ben Smallwood, plans for the next decade of Iron Maiden and Eddie.

As Iron Maiden Manager, Rod Smallwood, said: “I am very excited about our relationship with Pophouse and the ability we now have to pursue, facilitate, and finance our many plans and dreams quicker than we ever hoped. The interest in the band has never been bigger and this strategic partnership, which we’ve been quietly working together on now for over a year, has already had results with the progress on the Infinite Dreams Museum and the filming of the current show.”

EddFest was a supreme case in point where not only the blueprint for the Infinite Dreams Museum Experience was birthed to all-day queues and the genuine joy of every fan that got to feast their eyes on the exhibits but also the ability to turn adversity into artistry with the filming of the conclusion of the ‘lost’ encore from Paris La Défense’s curfew-damaged show. Immediate support from Pophouse saw the project pivot to the hallowed grounds of Knebworth House and offer a perfect Anglo-French solution to the cinematic and home entertainment targeted project.

Managing Director of Phantom Music & co-Manager of the band, Dave Shack, said: “Rod & Andy have always encouraged and inspired us to take chances in developing Eddie and the worlds he inhabits, such as horror, gaming, or comic books. The band provides the cornerstone of what Maiden is – superlative music and incredible live shows, and the Phantom Team have focused on developing parts of Maiden lore that we think our fans will embrace and enjoy. Such Maiden-related initiatives include an award-winning mobile game, a global fan club offering, a vibrant drinks business, books and comics and, of course, merchandising in all its forms. It’s absolutely one of the greatest sandpits for a creative to play in – and Pophouse have already shown they belong in it.”

Concludes Rod: “The fans can be assured there is a great deal more to come for Maiden, and Eddie will rule, OK!!”