KISS is finally retiring, 23 years after I attended their first “farewell tour.” Though enormously influential to heavy metal, KISS sometimes gets a bad rap in underground circles due to their over the top marketing and mediocre musicianship. While I don’t disagree with these criticisms, the band’s achievements are impressive and reflect an innovative strategy.  What are the fundamental aspects that contributed to the success of the band as a longstanding commercial enterprise?

Accessible music

KISS is known for glam rock songs with memorable hooks, catchy choruses, and disco pop influences. Even their edgier songs, like God of Thunder and Unholy, are radio friendly. Importantly, KISS never produced any big hits and they never had a number one song. After a lukewarm start with a trio of studio albums, their first live album landed in Billboard’s top 10, which brings me to my next point.

Theatrics

KISS has always been a live band and the music itself is just a vehicle for their stage show. 1975’s Alive! captured the dynamics of their live performance which included Gene Simmons spiting blood, breathing fire, and flying via suspension wires in the air. They combined shock elements in the vein of Alice Cooper with arena rock pyrotechnics to create a unique experience that leaves fans wanting more. Even though the music was mellow, the imagery was offensive to some parents, a fact that only increased the band’s popularity.

Costumes and makeup

KISS performs in spandex outfits and black and white makeup. This wardrobe served a dual purpose in the early years. First, it created an intriguing “air of mystery” that concealed the true identity of the performers. Second, it allowed the band to connect with a younger, more impressionable generation through the creation of characters that appeared in comic books. In 1983, KISS took the makeup off, and they enjoyed a respectable 13-year run in the MTV unplugged era. However, when the band reunited in full face paint, they headlined the top grossing tour of 1996.

Merchandising

How do you tap into a fan base of outsiders who want to be part of something? Sell them a T-shirt that serves as a uniform in the fan created “KISS Army.” KISS branded a wide variety of items including figurines, pinball machines, condoms and funeral caskets. In 2017, KISS sold empty bags, advertised as “air guitar strings.” This egregious consumerism may be off-putting, but it is a true testament to fan loyalty and a contributor to the band’s visibility as cultural icons.

The name

Some believe that KISS is an acronym for Knights in Satan’s Service, a rumor that the band did not officially deny for many years because it generated favorable publicity. In reality, it would make more sense for it to stand for keep it simple, stupid. This year, Paul Stanley confirmed that the band’s name has nothing to do with the occult and everything to do with choosing something that was recognizable and understood internationally.  

The KISS formula boils down to developing a provocative image that connects with people in their most formative years. The music need not be intellectual or complex but it should inspire fans to engage with a larger vision. The concept of KISS transcends individuals and this explains why the band survived multiple lineup changes over the years.

Modern successors, Ghost, follow the KISS formula impressively with their secretive, satanic papal-themed exterior and soft rock interior, but the influence of KISS in metal is often underappreciated. KISS contributed to the development of corpse paint in black metal and, more generally, costume theatrics adopted by bands like Slipknot, GWAR, and Lordi. These bands have enjoyed notable touring careers without sole reliance on song popularity, allowing them full artistic freedom to create music.  

As KISS approaches an ultimate finale, the formula will live on, along with an endless stream of trademarked products.