If there’s one thing Gene Simmons has never been shy about, it’s monetizing literally anything associated with KISS — music, merch, comic books, coffins, and now, his own time. The bassist and co-founder of the face-painted rock juggernaut has added a new revenue stream to his empire: charging fans five figures for the privilege of being his personal roadie for a day.
Yes, instead of getting paid to do a job, fans are now paying Simmons — $12,495 to be exact — for the backstage “experience” of carrying his metaphorical bags. While the internet rolled its collective eyes and labeled it a scam, one fan is here to say it was actually worth every penny.
Meet Dwayne Rosado, a retired corrections officer from Middletown, New York, and the kind of ride-or-die fan Simmons has built a career catering to. Diagnosed with multiple sclerosis and determined to make the most of life, Rosado paid for the so-called “Gene Simmons Roadie Experience” not just for himself, but for his teenage son, Zach. The two spent a day behind the scenes at a Simmons solo show in Red Bank, New Jersey, living out a fantasy that sounds equal parts surreal and self-aware.
“This is what I choose to spend my money on,” Rosado told The New York Times. “You only live once, and I want to experience life. I’m not going to die with a lot of money. I’m going to die happy.”
It’s hard to argue with that kind of logic — especially when Simmons himself agrees. “There’s free market, supply and demand,” he said. “People want to do it, you do it. You buy a Rolls because you want a Rolls, but a Volkswagen will get you there, too.”
That’s essentially the entire Simmons philosophy in one quote: capitalism in platform boots.
According to NYT writer Mark Yarm, who tagged along for the day, the Rosados’ “roadie” duties were light on labor and heavy on awkward life advice. Zach performed an original song, “Dad’s A Dork,” during soundcheck — which Simmons gently critiqued — before the KISS co-founder launched into a story about how he lost his virginity (yes, really) and a monologue about why forming an LLC is crucial. At one point, Zach was tasked with bringing Simmons a red Solo cup full of cream — a prop in a bizarre, off-color stage bit.
In other words, the experience was less “rock ‘n’ roll apprenticeship” and more “Gene Simmons TED Talk with guitar amps.”
Of course, many fans and critics found the entire concept ridiculous — charging over twelve grand for a backstage pass and some conversation? But for Rosado, who faces daily reminders of life’s fragility, the answer is simple: it was about making memories with his son. The price tag may be outrageous, but if it delivered joy, who’s to say it wasn’t a bargain?
So yes, Simmons is still the king of selling spectacle — even when the product is just himself. And at least in this case, one fan walked away satisfied.
Reeder, the visionary behind Metal Addicts, has transformed his lifelong passion for metal into a thriving online community for metal aficionados. As a fervent devotee of black metal, Reeder is captivated by its dark, atmospheric, and often unorthodox soundscapes.