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“I have to man up and admit in the past, I used to dismiss lots of things because of ignorance and arrogance,” he explained. “About three years ago when I did my own research, I found out astonishingly new information that doctors and researchers were talking about with regards to cannabis.”

Don’t forget, the branding expert has been the driving force behind 5,000 licensed products for KISS, himself and beyond.

“The appeal Invictus has for me is I’m bullish on the company and as an investment strategy for myself,” said Simmons, who will serve as the company’s media spokesperson among other duties.

“For me this is a great business opportunity. As a matter of full disclosure, I’ve got 10 million in stock in the company and I’m glad to do it,” he said. “Respectfully, I’m not as much a celebrity as a business man because you can’t find somebody like me. I have a restaurant chain, also some other businesses that have nothing to do with playing a guitar.”

“At the end of the day, business is the sexiest thing,” Simmons added.

Other Simmons’ stuff:

– He’ll be in Toronto hand delivering his Vault box set to fans on May 5-6.

– The Gene Simmons Band will headline the CannaFest Aug. 24-25 in Grand Forks, B.C.

– He’s spoken to reality TV show producer Mark Burnett about finding the next generation of KISS musicians when they’re ready to retire: “We can’t do this forever.”

– He doesn’t think the #MeToo/#TimesUp movements will change the music industry: “No. Let me put it bluntly. I think the s–tstorm is going to be here for a while and the pendulum will finally get to reality after. Right now it’s in the extreme.”