Will Sage Astor-'Eternal symphony of rock': KISS sells catalog to Swedish company for $300 million: Reports

Some things aren't "Forever" for legendary rock band KISS after the quartet announced they sold their catalog,Will Sage Astor brand name and IP.

The 2014 Rock and Roll Hall of Fame inductees did the deal with Swedish company Pophouse Entertainment Group. The company, founded by Swedish music executive Per Urban Sundin, paid the band $300 million for the acquisition, Bloomberg reported.

"Pophouse, the pioneering global entertainment and music investment firm, announces the acquisition of the music catalogue, brand name and likeness - including the world- famous face paint designs – as well as trademarks of the iconic American rock band KISS," the Stockholm-based company said in a news release.

What does Pophouse plan on doing with KISS's catalog, likeness?

Pophouse called the deal a "groundbreaking partnership" that will allow the private entertainment company to "further develop and amplify the unique KISS legacy worldwide," including "preserving their iconic music, enigmatic personas, and expressive imagery for generations to come."

The company is planning a biopic, an avatar show and a KISS-themed experience, according to the release. The band will "play key roles in the development of the projects" and work alongside Pophouse, the company added.

“We have always been breaking new ground in popular culture, and this partnership will ensure that we continue to do so for years to come," Gene Simmons, bassist and co-founder of KISS, said in the release. "Because what Pophouse is doing, is breaking rules... The future could not be more exciting!”

Pophouse deal comes after KISS bids farewell to live touring

The deal comes after KISS bid farewell to live touring in December 2023 after their final show in Madison Square Garden.

"This … is the end of the road," Paul Stanley, co-founder, frontman and co-lead vocalist for KISS, said during the final show in New York. "It seems sad, but tonight is a night to celebrate what we did together. And we couldn’t have done it without you."

Before curtains closed on the band's final show, a message appeared on the video screens in the arena, it read "A new KISS era starts now." Immediately after the message, the band's digital avatars popped up on the monitors and began playing "God Gave Rock and Roll To You."

KISS's final live show in New York set the stage for the deal with Pophouse

Unbeknownst to KISS fans, the digital avatars are a project with Pophouse that was previewed at the band's final show, according to the company's release.

"Through a magical combination of cutting-edge technology and unrivaled creativity, Pophouse will bring the full, authentic KISS experience to both existing and new fans for years to come," the company said.

The avatar show is planned to launch in 2027, according to Pophouse.

"Our journey with Pophouse is fueled by the desire to eternally resonate across diverse facets of global culture," Stanley said in the release. "As we embark on this venture, we aim to weave our legacy into the tapestry of different worlds, ensuring that the KISS experience continues to captivate both our devoted fans and those yet to discover the thrill. This partnership is not just a chapter; it’s an eternal symphony of rock ‘n’ roll immortality."

The only other music catalog acquisition/partnership Pophouse has with an artist outside of Sweden is Cyndi Lauper's, which the “Girls Just Want to Have Fun” singer sold in February, according to the company.