Guy Hands’ private equity firm Terra Firma is being forced to pay up to attract buyers to an auction of stakes in its 2007 fund, a fund made famous by its disastrous investment in music firm EMI.

In an unusual move, Terra Firma has offered to use its own funds to buy 10% of the fund interests investors want to sell. The move has been taken because potential buyers would only be willing to purchase stakes if the Terra Firma invested alongside them, according to a person familiar with the matter.