The surviving members of Led Zeppelin have for three years been planning an exhibition about the band, according to company filings in the UK.
On June 21, 2018, Jimmy Page, Robert Plant, John Paul Jones and John Bonham’s wife Patricia Bonham set up a company in the UK which has the intentionally vague name “Company 2018.”
The business was created for the purpose of “activities of exhibition and fair organisers,” according to its Companies House code.
The company’s shares are split four ways, with Page, Plant, Jones and Bonham each owning 25% of the company, meaning any future revenue will be split equally between them.
Could this be ‘The Led Zeppelin Experience’?
And that’s it for concrete details about Led Zeppelin’s exhibition plans. But the timing of the company’s formation is interesting. It was set up months after Led Zeppelin hired trademark lawyers in the UK and US to trademark “The Led Zeppelin Experience” around the world, as LedZepNews previously reported.
Could “The Led Zeppelin Experience” be a name that is in consideration for this exhibit?
When we first reported on the trademark filings in 2018, the most notable detail of the filings was that it pointed to a possible music streaming service, with the US trademark covering “providing non-downloadable prerecorded music on-line via a global computer network.”
But Led Zeppelin’s US trademark also covers the use of the brand “The Led Zeppelin Experience” for “live audio performances by musical groups, live musical performances, live visual and audio performances by a musical group, live vocal performances by musical bands, theatrical and concert production; musical entertainment services”.
The filings also cover the use of the brand for merchandise including clothing – exactly the kind of thing you’d buy in a gift shop after visiting an exhibition.
Jason Bonham said in 2018 that he was asked to change the name of his band from “Jason Bonham’s Led Zeppelin Experience” because Led Zeppelin “have plans for the terminology.”
Combine Led Zeppelin’s incorporation of an exhibition company and a US trademark for “The Led Zeppelin Experience” that covers “theatrical and concert production” and this starts to sound like a plan for a touring exhibition, perhaps similar to ABBA’s holographic “Voyage” tour.
In fact, a look at the European trademark filing for ABBA Voyage is particularly revealing. ABBA trademarked its hologram tour in Europe under the same classification as “The Led Zeppelin Experience.” They’re both registered as “entertainment services,” meaning Led Zeppelin could use its trademark for a similar plan.