There have been many accusations that through the 70’s KISS practically existed to sell merchandise grossing well over the million dollars mark in spin-off sales each year.

There were Kiss radios, Kiss clocks, fizzy drinks (red for Gene, green for Peter, a purple nasty for Paul and a yucky blue for Ace), ice lollies (four colours in one!), crisps, bedspreads, cushions and a now world-famous set of Kiss dolls, make-up kits, bubblegum trading cards, a Kiss tour van model kit, the Kiss 'On Tour' board game, rubber masks, paper costumes, toy record players, mini-guitars and what not.
 
Even when the tide of popular and critical opinion had turned against them (and it happened many times through the years), KISS always talked a good fight. They have so many different albums and so many different musical styles; it’s like a deck of playing cards, but let’s face it, what they did back then is now a trend among bands like Motorhead, Queensryche, Slayer and Iron Maiden. They refused to sell souvenirs back in the day but now they all produce wine and beer. 

So KISS is this particular b(r)and that helped building rock ’n’ roll. You really don’t need to say more.

Now, nearly 35 years on, all those cash strapped kids of the '70s are affluent, corporate middle-Americans who remember Kiss as vividly as they do Star Wars, and the chance for their kids to experience what they did is all too tempting.

Never ones to do things by halves, KISS have completely re-marketed their image during the last decade and this is why “Monster” is probably one of the most important albums in their entire career. It’s essential if only to prove that the nowadays KISS is still able of writing top rock ’n’ roll as before. What is more, “Monster” proves that there’s still a lot of fire in what is considered by youth a commercial machine.

From the upbeat opener “Hell Or Hallelujah” through “Wall Of Sound” to “Shout Mercy”, “The Devil Is Me” and “Last Chance” this is as KISS as it gets. And it’s goddamn good. Paul, Gene, Eric and Tommy sound very tight together, like they totally stepped up and Eric’s lead singing in “All For The Love Of Rock ’n’ Roll” (one of the best tunes on the record) is outstanding. Some will surely remember Peter Criss singing “Beth”. The voice is so eerily similar it sent me goose bumps the first time I listened to the track.

Overall “Monster” is a great album. Not flawless, not the greatest of them all, but surprisingly catchy. At least it works for me. If you are one of those IT kids looking for intelligent messages it might not work for you though, but sometimes you have to remember that originally this kind of music comes from the balls, not from the brain.