Gene Simmons teams up with Belinda Stronach
KISS founder’s venture seeks 3 Canadian bands for partnership deals and a reality TV series
Global glory and unimaginable wealth may have eluded the vast majority of hard-working Canadian pop and rock bands for decades, but those days are over, says Gene Simmons, the self-made rock ‘n’ roll squillionaire, American marketing superstar and founder of the cartoonish glam-rock band KISS.
“I have a new business model that will get Canadian bands out on tour, onto television and into the world’s mainstream,” Simmons said last night as he laid out some of the details behind plans to relaunch his dormant Canadian label, Simmons Records. It’s a new joint venture between the star of the hit reality TV series Gene Simmons Family Jewels, Magna auto parts heiress and former Tory/Liberal MP Belinda Stronach, and Universal Music Canada.
“The idea is to have the bands we sign develop a strong Canadian identity first in Canada, then move them onto the world stage,” said Simmons, who is in Toronto “for a few days” to finalize the deal, scout talent and take care of the Canadian ends of other businesses ñ books, comic books, advertising and merchandising ñ that he helps run under the Los Angeles-based umbrella company Simmons Abramson Marketing.
“For years, the only way Canadian acts could make it was to go to the States and more or less become an American band. In the new music marketing age, that doesn’t have to happen.”
The connection with Stronach, for four years a silent partner in a Canadian talent development company, Big Bold Sun Music, was coincidental, Simmons said.
“I’ve known the Stronach family for years. Our company handles the promotion and merchandising for Frank’s Energy Drink, which was created by Frank Stronach, Belinda’s father.
“When (Universal Music Canada president) Randy Lennox and I were talking about the new label, and the philosophy of new business models, he mentioned Belinda might be looking to invest in a new music company. It made sense to me.”
Simmons is looking to sign three Canadian acts a year to his label ñ “pop, pop-rock and rock, and we’re even interested in rap artists, as long as they’ve got something different going for them, like a sense of humour.”
He has his eye on the Toronto progressive hip-hop band Down With Webster as his first signing.
“They’re peculiar and eccentric, a cross between Arrested Development, Sly & The Family Stone and Red Hot Chili Peppers,” Simmons said. “Their music is like a stew that’s made out of familiar ingredients but tastes different because of the way it’s blended and cooked.”
Acts signed to the label will also star in a Canadian-made reality TV series for a network Simmons is not at liberty to name.
“We’ll follow them from the time they start making their first album, and make moves to say goodbye to their families and girlfriends, and go out on the road … like leaving home to join the circus.”
The bands and their music will also be featured in merchandising and product advertising campaigns, and movies and TV shows, Simmons said, adding that financing for the new venture amounts to “millions.”
The label will offer its artists a version of the all-inclusive and controversial “360-degree” deal, which will make the record company a partner in touring, merchandising, publishing, licensing, television and product placement revenues, Simmons said.
“Canadian labels have been trying to do something like this for years. What’s different this time is me. I know how to make things happen.”
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