There's a lot more to KISS than shock. It's the number-one gold-record-earning group ever, at 30, when you include the four solo albums that band members released on the same day in 1978. Fourteen albums went platinum.

This is a band that's known for its hits: "I wanna rock and roll all night and party every day" seems like it's a phrase as old as rock itself. The band is known just as much for its look. There's the black and white face paint, the pyrotechnics, and a few details that are signature Gene Simmons. There's the blood-spitting, the axe guitar, and of course the tongue so long it's almost a fifth band member. And guess what: They're still touring.

This is Fortt Knox, rich ideas and powerful people. I'm Jon Fortt. I sat down with Gene Simmons at the Studio Hotel in New York, to talk business and marketing. Simmons is a guy who not only managed to launch an iconic brand in his early 20s, he and cofounder Paul Stanley remade it several times along the way with different band members, different looks, and a voracious appetite for merchandising.

A disclaimer here: This episode has some explicit lyrics sprinkled in. By Gene, not me. So maybe don't listen with the kids in the car. Up to you.