The Outrageous Life of Legendary KISS Rockstar Gene Simmons

As KISS moved through its later decades, he continued treating the band as far more than a rock group. Licensing, merchandise, collectibles, public appearances, restaurants, and branded projects all became part of the larger KISS machine.

That approach fit the business philosophy he had been developing since the 1970s. To him, KISS was not only music; it was a logo, a set of characters, and a commercial universe that could outlive any one tour. Even as the band aged, the brand kept finding new ways to sell itself.