No More Lines for KISS

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Gene Simmons and Paul Stanley of US rock group Kiss perform live on stage

By Alexandra Cheney/Wall Street Journal

The music has always been central to the success of rock’n'roll band KISS, but now more than ever it’s about the business.

The band, made up of original members Gene Simmons and Paul Stanley and newer additions Eric Singer and Tommy Thayer, have sold more than 90 millions albums worldwide. Now they’re looking to increase their merchandising sales, tapping their in-stadium audience as well as their global fanbase.

Launching Thursday for the final five shows of their KISS Motley Crüe The Tour 2012, audience members will be able to purchase KISS merchandise directly from their seats. No more hazardous and frustrating lines around the merchandise tents but instead, a pay-to-play move that will result in a personalized purchasing experience — not to mention a VIP-style pickup.

Deemed KISS X-Press program, the in-seat purchasing program is in conjunction with Live Nation LYV +3.52%Merchandise, whose CEO Dell Furano said that KISS has sold more than a half a billion dollars in merchandise in the last 15 years.
Deemed KISS X-Press program, the in-seat purchasing program is in conjunction with Live Nation LYV +3.52%Merchandise, whose CEO Dell Furano said that KISS has sold more than a half a billion dollars in merchandise in the last 15 years.

This new program emphasizes the “hassle-free” nature shoppers have come to expect in the digital landscape of tablets and smart phones, according to David Lucatch, the CEO of Ortsbo, a real-time experiential communications platform. Working with each venue to alert audiences to the program via banners and signage, Lucatch said KISS X-Press has “evolved how entertainers can reach their fans.”

In an interview earlier in the summer, Simmons unabashedly admitted that KISS is looking to step up and expand their merchandising potential. “I want KISS to be a culture, not just a music show,” said Simmons.

The band has already teamed up with Ortsbo to create the KISS social hub, a platform equipped with an instant translation function that allows for fans worldwide to communicate with each other and the band in their native language. The platform is integrated into Facebook FB -1.04%, Twitter, Google+, YouTube, Flickr and Vevo, to list a few, and is available in 66 languages.

“I talk to merchants and record labels in countries with languages I can’t even pronounce,” said Stanley.