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KISS bass player Gene Simmons says he’s never smoked a joint in his life, but he’s now the global ambassador for a company that’s gearing up to sell recreational pot to Canadians.

In fact, the 68-year-old rock star is the CEO at Vancouver-based Invictus MD Strategies Corp.

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That’s “chief evangelist officer,” the title Simmons gained in a multimillion-dollar deal with the company.

Simmons, famous on stage for his demon makeup, large tongue and fire-spitting, will put his “branding and merchandising genius” to work on behalf of Invictus, the company says.

Simmons is not the only celebrity hooking up with a cannabis company.

Members of The Tragically Hip are creative partners and shareholders in Newstrike Resources Ltd., the owner of Up Cannabis. Beleave Inc. has a brand licensing deal with Kevin Smith and Jason Mewes, who played pot dealers Jay and Silent Bob in movies and animated TV series. The team behind made-in-Canada stoner characters The Trailer Park Boys has a business and brand development deal with New Brunswick’s OrganiGram. Tweed Inc. in Smiths Falls sells rap icon Snoop Dogg’s “Leafs by Snoop” weed.