Iron Maiden’s success is undeniable, but when you compare their popularity to bands like Metallica and Judas Priest, it's clear they've never quite reached the same mainstream level. A big part of that comes down to the band's management, particularly Rod Smallwood, who has been behind Iron Maiden's operations for decades. While Smallwood has certainly helped keep the band’s core identity intact, his decisions have often held them back from achieving the kind of mass appeal that Metallica or Priest managed to capture.
One of the biggest issues is Iron Maiden’s branding. While they’ve got a killer image with Eddie and iconic album covers, they’ve never really pushed themselves into the mainstream in the way Metallica did with their more commercial sound and strategic media presence. Smallwood’s refusal to change the band’s image or embrace more modern trends in the '90s and beyond meant they stayed within a niche, never breaking out beyond metal circles. Metallica, for example, made key changes like working with producer Bob Rock for the Black Album and getting major radio airplay, which broadened their appeal. Judas Priest also made smarter moves by experimenting with their sound and staying relevant to hard rock audiences, while Maiden stuck to their formula.
Smallwood's management also failed to push Iron Maiden into the media spotlight as effectively as Metallica did. While Metallica was all over MTV and late-night talk shows, Iron Maiden stayed more reserved, often keeping their media appearances limited to the hardcore metal scene. This lack of mainstream exposure kept them from reaching new audiences. Even when their songs were radio-friendly, their management didn't make the necessary push for radio play or mass media coverage.
On the touring front, Iron Maiden’s approach was also more conservative. While Metallica and Judas Priest were constantly expanding into new global markets, Maiden stuck to the same formula, reaching their loyal fanbase but missing opportunities to grow in emerging regions. Metallica’s world tours, which included stops in markets like South America and Asia, helped solidify them as a global force. Meanwhile, Smallwood often kept Maiden's touring strategy limited, not always capitalizing on the right moments or new opportunities. It’s a shame, really, because Maiden had all the potential to be the Metallica of the ‘80s and ‘90s, if only their management had taken a more dynamic approach.
I'm curious what everybody else thinks though. Discuss!
And we all remember how early on Bruce was dropping hints about the possibility of them playing Rime of the Ancient Mariner. ROTAM, BRUCE — he was trying to tell us something:
