Pophouse is buying a share of Iron Maiden's rights to the group's music and visual identity. The idea is to explore "new creative possibilities" in areas such as digital technology.
Pophouse is the company behind Abba's successful Abba Voyage concept in London, where digital avatars perform the supergroup's music. A similar show with Kiss will premiere in Las Vegas in 2028.
Initially, the collaboration will include a concert film that is currently being filmed, but plans are in place for an "interactive public attraction" and a newly created digital universe around Iron Maiden's character Eddie, Pophouse writes in a press release.
Pophouse has previously purchased similar rights to artists such as Kiss, Tina Turner and Cyndi Lauper.
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