GENE THERAPY
“What I do is make sure the quality is there, so that when someone buys one of our instruments, they’re proud”
I suspect that you already have an opinion on Gene Simmons. To some, he is no more than a cash-hungry, egocentric loudmouth in a distinctly average band. Conversely, to the Kiss faithful Gene is the Demon, the instantly-recognizable face, the fire-breathing, blood-spitting God Of Thunder who wrote the Kiss classics ‘Deuce’, ‘I Love It Loud’, ‘War Machine’ and ‘Unholy’, all loaded with those heavy, chunky, often Beatles-indebted bass parts.
Whatever your opinion—and you can be sure that he doesn’t care either way—you have to admit that Gene Simmons is a man who thinks big. How else does a child immigrant into America rise to the very top of the music business in the Seventies, rewrite the rules of band merchandise, define the scale of the
