Led Zeppelin Files Trademark Paperwork to Retain Control Over Mysterious “Led Zeppelin Experience” Project

Led Zeppelin has submitted last-minute paperwork to maintain ownership of the US trademark for “The Led Zeppelin Experience,” a long-rumored and still-mysterious project that may involve a live exhibition, hologram show, or archive of performances.

On July 14, lawyers acting on behalf of Superhype Tapes, the Jimmy Page-owned company managing Led Zeppelin’s intellectual property, filed a fresh US trademark application to preserve rights to the “Led Zeppelin Experience” name. The filing came just before a July 29 government deadline that would have resulted in the band losing control of the brand if action hadn’t been taken.

The new trademark application covers a broad range of “entertainment services,” including live concerts, theatrical performances, roadshows, and related merchandise such as clothing. The filing also claims Led Zeppelin has “a bona fide intention to use the mark in commerce,” hinting that the project may still be alive—despite Jimmy Page saying in 2022 that it had stalled.

Still, the move could be purely strategic—to block unauthorized use of the brand or to support ongoing legal efforts. Notably, Led Zeppelin cited their ownership of the trademark in a June 12 lawsuit filed in Indiana aimed at halting the sale of fake merchandise.

Clues Revealed in the 2025 Trademark Filing

The new application expands on the original 2017 filing, now including rights for webcasts, podcasts, and online streaming of non-downloadable videos—along with publishing books and magazines. These new services may offer insight into the potential format of “The Led Zeppelin Experience,” suggesting a multimedia or digital aspect beyond physical exhibitions.

The updated filing also continues to emphasize live event elements, such as concert organization, theatrical shows, and interactive performances involving audiences.

Background on “The Led Zeppelin Experience”

The project first surfaced in 2017 when all three surviving members of Led Zeppelin—Jimmy Page, Robert Plant, and John Paul Jones—along with the estate of late drummer John Bonham, filed for a trademark in the US. Around the same time, Jason Bonham, son of John Bonham, rebranded his touring act from Jason Bonham’s Led Zeppelin Experience to Jason Bonham’s Led Zeppelin Evening, following a legal request from the band.

In 2018, the band formed a UK-based company called Company 2018, listing its purpose as organizing exhibitions and fairs. Each of the three surviving band members and Pat Bonham hold equal shares. In a 2021 interview, Jason Bonham suggested the group may have been planning something along the lines of “The Pink Floyd Experience.”

In 2022, Jimmy Page told Uncut Magazine that plans had indeed existed for an exhibition, but internal disagreements stalled progress. He also acknowledged the band had been approached about creating a hologram show, but again, consensus was lacking.

Led Zeppelin holds the trademark for “The Led Zeppelin Experience” in the US, UK, and Europe, with the European marks set to expire in 2027. Although their UK company Company 2018 is still active, that alone doesn’t confirm the project is moving forward.

Other entities connected to Led Zeppelin’s legacy—such as Three P Films, which supported the 2012 Celebration Day release, and P & P Touring, which backed Page and Plant’s tours—also remain operational.

In short, while the future of “The Led Zeppelin Experience” remains uncertain, this new trademark filing signals that the band isn’t ready to let the idea—or at least the brand—fade away