Editorial note: Opinions expressed here are solely those of the blogger.
The plan was to meet at Eddie’s Dive Bar before the concert and check out the merch display. That’s what my friend and I agreed to last night when we attended Iron’s Maiden sold-out show at the new Mystic Lake Amphitheater in Shakopee, Minnesota.
Now, I can bet that even if you haven’t listened to a single Iron Maiden song, or don’t believe you’ve even heard of the British metal band, you’re familiar with “Eddie.” He’s a sinewy, intricately drawn monster featured prominently on album covers and especially t-shirts worn, quite literally, all around the world. And Eddie was everywhere last night when my friend and I grabbed a table at Eddie’s Dive Bar (a temporary rebranding of a sports bar inside Mystic Lake Casino). On the can of a Laguintas Trooper West Cost IPA I was drinking. Emblazoned on a $20 coozie you could purchase at the merch stand. And multiple hoodies, t-shirts, and hats in between.
By the time I settled into my seat at the spiffy new stadium, I was thinking of Iron Maiden more as a marketing case study than an actual band. That changed, however, once Iron Maiden took the stage. Lead singer Bruce Dickinson, an insanely fit 68-year-old cancer survivor, tore into the opening number with a ferocity aided by a band that includes multiple original members, including bassist, founder and main songwriter Steve Harris. It truly never let up for the two-hour set.
Beyond the incredible musicality, I believe Iron Maiden’s secret weapon is their classy, cheeky and uniquely British touches. Before the lights go out at the start of every concert, they play UFO’s “Doctor Doctor” over the PA system, which sets the stage for what’s to come. Iron Maiden songs are typically long and almost prog-like, but not necessarily in a Yes or Peter Gabriel-era Genesis sort of way. The lyrics are dark and typically reference war, soldiers, death and destruction.
Yet throughout the entire show, Dickinson will engage the audience in positive, high energy stage banter that somehow comes across as authentic and not cheesy, which is difficult to pull off. He does it sparingly yet effectively, in a way that doesn’t detract from the music. Then, after the encore, when the lights come back on, you hear the Monty Python classic “Always Look on the Bright Side of Life.”
There was something uniquely satisfying last night about exiting the arena, along with the predominately male, middle-aged crowd, most of us singing along. It was this shared sense we witnessed something special. And way more than a few had the merch to prove it.

A fan card handed out upon entry at last night’s Iron Maiden concert, complete with a QR code to download and win … wait for it, merch.








