Marketing Masters, KISS Continues to Reinvent Themselves
By: Craig Hall-Michaels

*sigh*... Things are never peaceful in KISSdom anymore are they. In fact I don't recall them having been since 1981, so it is no surprise to see the disenchantment voiced in the Sound Off section on KISSAsylum.com.

My essay will sidestep the usual sentimental "I'll never forget the first time..." explanation of why I have enjoyed this band so much, and try to explain the malais, as well as offer some of my suggestions for moving on so to speak.

It is not necessary to sum up the KISS History... we all know, we were there. What we need to do is look beyond the facts.

First of all, the one thing fans seem to forget - Marketing has been the driving force behind KISS from Day One! They have never looked at themselves as simply a band, but as an Entertainment product. Every decision KISS has ever made has always been made from a standpoint of - "What can this band do next that will be the most successful?" This strategy stems not only from a money mindset, but also ego and a desire to make a living doing what they enjoy! KISS was, and is 4 guys who like millions of others, wanted to be stars, to be successful, plain and simple... and man did they ever!

KISS influenced the music secene of the 1970's like no band had since The Beatles - a fact I hope is not lost on R&R Hall of Fame voters, nor history itself. They were in fact one of the first, and few Multimedia successes, crossing their music and image over into TV, video, print, and merchandising more successfully than anyone who came before had.

This is where my a lot of my admiration for KISS stems from. I now make a living doing for my clients what KISS did for themselves - developing all-media campaigns to promote a product or message.

KISS had the good fortune of starting from a 'nowhere to go but up' position. And in the 70's they did just that. But, come 1979 the music scene changed. Do you do what you want to do and risk losing all you have? or respond to the market? KISS responded to the market. In came the color, the glitter and 'KISSco' as "I Was Made For Lovin You" was so cleverly marketed.

Unfortunately by 1980-81, the new decade brought a disco-backlash return to rock with a refreshing new sound from bands like The Cars, and The Ramones, Loverboy etc. KISS responded when the mass-market did in 1982 with 'Creatures'.

However, many original KISS fans had grown up, many KISS Army members went AWOL. The rest were torn between their loyalty, and peer pressure that said KISS was a commercial-kiddie band. So KISS repsonded by removing the make-up in 1983.

Throughout the 80's KISS continued to respond to market forces. The band waited an extra year to do 'Crazy Nights' so they could wait for producer Ron Nevison who had made 1985's most successful album 'Heart.'

When California bands had more influence on the industry the band relocated to L.A. and the lifestyle influenceed their music, peaking with 'Hot In The Shade'.

When rock got nastier and edgier again with the dawn of another decade KISS went back to their roots with 'Revenge'.

Many fans have abhored this strategy. Commercialism alone is the reason Ace left KISS. It has been and still remains the core of tensions between Ace and Gene.

But to KISS' credit few bands in history have been able to survive by repsonding to the music public and reinventing themselves like they have. While KISS fans are divided on which albums they like and dislike, it is to their credit as musicians and writers that KISS have been able to produce such varied, and in the end enjoyable material that remains listenable regardless of the style.

Critics say KISS is a mere shadow of themselves today. Technology is a big reason why they have not met their past level of success. In the 70's their were 3 TV networks, and few trade magazines. Few opportunities presented themselves for choice, making it easy to dominate the industry. The original fan base was younger with less opportunity to network and criticize the band, and more suceptable to peer pressure that would have them suppress their criticism in favor of being part of KISSdom.

Today we have thousands of avenues for discussion, feedback, and exchanging of ideas about what KISS should be. As adults we are less idealistic and unwilling to see things as we are told they are.

While these outlets have provided KISS themselves with even more access to their fans for feedback and marketing (which resulted in a reunion tour and the new glut of merchandise) it has also put them in a no-win situation. In a universe of such choice and exchange of information you will never please everyone. And the market and fan-base is bound to involve faster than you can adapt.

Still, again to the bands credit, the success of the Reunion Tour of a 25 year-old band with a campy look was a major coup in today's entertainment environment.

What's gone wrong now is that KISS is using the same 1970's blueprint for success. A blueprint that won't work with today's fans, in today's information age.

So now that we know what's wrong with KISSdom how do we and the band fix it?

Here are humble suggestions from a marketing person who learned everything he knows from KISS :)

A) Learn to be humble! Drop the trash talk and call a spade a spade. Most of the fans grew up and are not as willing to believe the hype as they were when they were 15. Decide what YOU as band members want to do for the future, take a stand and do it! You will always have success, and more so by being what YOU want than towing the line - you taught us that remember ;)

B) To the fans who haven't ... grow up too! KISS is not the mystical world we enjoyed when we were kids, it's a business! KISS are 4 guys blessed with being able to do what they love for a living. They are used to success and aren't going to walk away from it anymore than you or I would. They are also individuals free to do as they wish, and if you aren't in agreement shake hands and go your own way.

C) Reunions are nice short little nostalgic visits to the past, but you can't go home again! Get the hell out of makeup! And if you don't want to pickup where you left off in 1995 as a really great mature rock band (Revenge was solid as any 90's album could be and COS was brilliant) with Ace & Peter onboard, then get Singer and Kulick back and let's move on. I would love to see what you 4 could come up with if you just did what YOU wanted instead of what you THINK we want (the first 3 albums, Paul's solo album, and many bootleg tracks from soundchecks)! KISS is capable of great music when they are being themselves and not trying to be "KISS".

D) OR if KISS has said all it has to say, then get on with doing your own thing (Paul as the Phantom made me so proud!). Maybe every few years get back together in any combination that feels good and put out an album under the KISS name much like Genesis or the Stones do from time to time.

E) While others have a 'pie in the sky' setlist and line-up for a Farewell Tour, it is uneccesary and would just beat the makeup horse to death. Besides, if you aren't going anywhere why say farewell?! Just evolve (see C or D) and let us have the memories of the Renuion Tour.

F) uhm Gene buddy... I cannot justify to my mate cluttering up my house with KISS toliet paper etc. HOWEVER! I would like a box set of great stuff (see C) AND while you can still fit into the outfits, make videos for some of the older songs, then package 'em with all the 80's videos on one collection of all KISS videos! You can contact my company to produce em http://www.datacom.ca/virgo.

To finish this long diatribe I thank KISS for teaching me how to be whatever me I want to be! For teaching me marketing; and for giving me great music for the soundtrack of my life. (A job with the band's organization would be nice too hehe) Up until 1996 you grew up with me and we both evolved into comfortable, unique entities able to celebrate our pasts while having great presents and hopeful futures (see Unplugged).

I enjoyed the visit to the past, but I'm on my way forward... you guys coming? I'd really enjoy having you here :)

(welcome back to the future Phantom-Paul!)

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