Comments on: The marketing genius of KISS. Seriously.

By: Mark W Schaefer

Mark W Schaefer — Thu, 29 Apr 2010 11:14:02 +0000

@ Steve — Had no idea. Learn something every day!

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By: Steve Boney

Steve Boney — Thu, 29 Apr 2010 04:50:24 +0000

Mark – You left out one of Kiss’ best adjacent products: The Kiss Coffin. You can even take them to the grave!

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By: Mark

Mark — Fri, 25 Sep 2009 12:05:12 +0000

Ok, now I will make you really jealous. I was reminded last night that about 10 years ago my wife actually went bowling in Hollywood with Gene Simmons and Shannon Tweed. Gene is a pretty fair bowler. So you learned something today.

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By: Mike Campbell

Mike Campbell — Fri, 25 Sep 2009 03:46:07 +0000

Both of my brother-in-laws are in bands and they are HUGE Kiss fans. They took me to a Kiss farewell concert and now I’m a fan. Paul Stanley explained that they were disappointed in most concerts they went to and did not get their money’s worth. So, they set out to put on the greatest show in the world. Kiss has one of the best value propositions in music industry.

And let’s not forget the money. MTV interviewed Ted Nugent and asked, “Do you think this is really their final farewell tour?” (I think it was Kiss’ 5th farewell tour.) He said, “Hell no, those guys like to keep the money rolling in.”

Gene Simmons was genius for the idea of stage characters from his love of comic books. That and their use of the ‘big guitar’ differentiates them from the other bands in their market.

Kiss is the hottest band in the world.

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By: Steve Dodd

Steve Dodd — Thu, 24 Sep 2009 16:19:05 +0000

Mark, as you’ve heard through the comments there are many, many examples in the music business of bands that do well. What’s interesting about Kiss and others like them is that their brand has survived not only for a very long time but has actually skipped to another generation creating longevity. How they did this is (as you’ve communicated) the important point we can all learn from.

One additional point I’d like to add is “Keep it fresh”. Not fresh as in new but every time you “perform”, treat it as the first and most exciting thing you’ve ever done, even though you’ve basically done the same thing over and over……To you, it’s old, to your audience, it is brand new or at best a rare experience and very exciting. Keep your passion at all cost!

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By: Nathan Dube

Nathan Dube — Thu, 24 Sep 2009 13:10:14 +0000

Ah yes Jon Fishman’s vacuum solos are something else, saw him take one at the Hartford, MA. show this summer. Love those guys.

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By: Peder Berg

Peder Berg — Thu, 24 Sep 2009 13:02:43 +0000

Any band that can keep such a massive following after playing a vacuum cleaner has my vote.

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By: Mark

Mark — Thu, 24 Sep 2009 12:58:50 +0000

@Nathan … and they have an ice cream flavor named after them. How is THAT for the most amazing marketing opportunity in the history of rock!!

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By: Mark

Mark — Thu, 24 Sep 2009 12:57:13 +0000

Thanks for the cool story, Peter.

My son’s band, Royal Bangs, was recently featured on iTunes and is on their first national tour, to be followed by a European tour. Glamorous huh?

Not quite. To make a run at it, they all had to quit the security of their regular jobs (Ryan worked for Apple) and typically sleep in their van or the floor of a fan’s apartment. Most of the guys have serious girlfriends who they might see for a day or two in the span of the next three months. Their time is spent with each other, driving in a van or cooped up in a cramped room. At this point, if they don’t tour, they don’t eat.

They have sacrificed, produced an amazing album (“Let it Beep” – buy it!) and have a loyal fan base but the fact is, no matter how good they are or how hard they work, with the state of the music industry where nobody pays for anything, they may never make real money until one of their songs is used in a TV show or movie.

So how is that for staying on topic! : )

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By: Nathan Dube

Nathan Dube — Thu, 24 Sep 2009 12:48:09 +0000

Since you took things in this direction may I suggest a study of the band Phish. Kiss may sell out 25,000 seat arenas. But for Phish, a band that has had little to no radio play or television exposure has thrown music festivals featuring only them selves that draw over 70,000 people on average. They have embraced social media and did so before it was so mainstream and popular. Kiss my have an army but Phish’s fan base is a Nation unto itself. When the played the IT festival in limestone Maine for that weekend their fan base was the largest city in Maine… check them out http://www.phish.com

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