The “Ultimate Gene Simmons Experience”
Gene Simmons, the iconic bassist from the legendary rock band KISS, is no stranger to controversy—especially when it comes to marketing and merchandising. This time, the rock star has stirred up a debate by offering fans the chance to be his personal assistant and roadie for a whole day—at the hefty price of $12,495.
Simmons, now 75, defended the expensive experience in an interview with The New York Post on March 25. He explained, “I decided, ‘You know what, nobody’s ever done it. Why not open the idea to be my personal roadie for the day?’” His new VIP tour package allows one lucky fan and a guest to live the rock-and-roll life for a day, assisting with the setup of the show and even joining him on stage for a performance.
What’s Included in the VIP Experience
The “Ultimate Gene Simmons Experience” includes a morning meeting with the star to discuss his schedule for the day, followed by a meal together. The fan then gets to ride with Simmons to the venue, where they help his road crew set up the concert. However, it’s not all work. Fans will also have the chance to join Simmons on stage, watch the show from a privileged spot right offstage, and even receive an autographed bass from a KISS rehearsal.
Simmons Promises Value Despite Price
Despite the eye-watering price tag, Simmons is adamant that fans will get their money’s worth. He explained, “You meet at the hotel where you have breakfast together or, you know, whatever floats your boat. You ride with me to the gig. You can set up amplifiers and drums to your heart’s content. You’re onstage, right offstage to my right. You can video the crowds, whatever. And I pull you onstage to sing a song with me.”
The Alternative: Backstage Meet-and-Greet
For fans who aren’t quite ready to fork over $12K, there is a slightly cheaper option. Simmons also offers a backstage meet-and-greet package for $6,500, which still includes the autographed bass but eliminates the labor-intensive role of being a roadie.
KISS’s Long History of Controversial Marketing
This isn’t the first time Simmons and his bandmates have been criticized for their aggressive marketing tactics. Throughout KISS’s 52-year career, the band has sold everything from branded toilet paper and inflatable tongues to KISS-branded meat buns and even air guitar strings—bags of air, to be precise. In 2001, Simmons even marketed a KISS Kasket for $3,900, promoting it with the memorable tagline: “I love livin’, but this [casket] makes the alternative look pretty damn good.”
KISS’s Continued Legacy and Upcoming Events
Despite these marketing schemes often being seen as tacky or crass, Simmons and KISS continue to embrace the shock value that has made them one of the most famous rock bands in history. The band retired from touring in December 2023 after their End of the Road World Tour but has since hinted at occasional performances, including an upcoming KISS Army Storms Vegas convention in November.
Final Thoughts on Simmons’s Latest Offering
While Simmons’s latest offering has been polarizing, one thing remains clear: the 75-year-old rock star knows how to get people talking—whether it’s for his music or his unique (and sometimes controversial) ways of engaging with fans.