The first three Albums, most Albums

However, even after a series of sold out concerts and with legions of fans living the KISS brand, album sales fell dreadfully short of the potential the band and its manager expected.

KISS Listens to Its Boss In many respects, KISS had become one of the most successful rockand roll bands in the United States, selling out concert venues wherever it went, but the music industry measured a band’s success by the number of records it sold. With poor album sales, expensive shows, and a nearly bankrupted record label, doom loomed dangerously near. But KISS would tackle the problem with two brilliant branding strategies, both of which drew upon the band’s intense relationship with its fans.

From a technical perspective, KISS’s first three albums were quality productions, following conventional wisdom of laying down tracks in the studio, getting the perfect sound, and mixing the product to the highest quality. Yet their records didn’t hit the charts, received little airplay, and failed to create much excitement in the market. The band was baffled.

In what researchers today would call focus groups, the band talked to its fans. “People would come to see us in droves,” says Stanley. “And when people would tell us about their feelings about the albums, they would always say,

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