Gene Simmons of KISS fame has entered the cannabis industry in a shock move. Simmons has long been renown as an anti-drug figure who vocally opposed all substance use from alcohol to weed. Invictus a marijuana company announced that Simmons has been placed in the position of their Chief Evangelist Officer for their business. He has taken over the task of building the Invictus brand as competition heats up in the Canadian cannabis industry ahead of the full recreational legalization in autumn 2018.
According to Invictus Simmon’s role will encompass spokesperson duties, public appearance, and marketing consultation. On top of this, he will also be present at Invictus’ annual investor meeting. Longtime anti-drugs advocate Simmons has said that he was ill-informed about the effects of cannabis and its benefits. His role in Invictus came as a surprise to longtime fans as he has said he has been a life-long abstainer from drugs and alcohol.
Gene Simmons said in a recent interview with the Toronto Sun,
“in the past, I used to dismiss lots of things because of ignorance and arrogance. About three years ago when I did my own research, I found out astonishing new information that doctors and researchers were talking about with regards to cannabis.
Pioneering studies have found the cannabis can be used to treat a wide range of disorders such as cancer and HIV. It can also be used as a non-addictive treatment for chronic pain and inflammation.
Gene Simmons now owns 10 million, in the company’s stock and his commitments also include a minimum of 50 appearances at promotional events over the next five years.
Respectfully, I’m not as much a celebrity as a businessman because you can’t find somebody like me,” he said. “I have a restaurant chain, also some other businesses that have nothing to do with playing guitar. At the end of the day, business is the sexiest thing,” Simmons said about his relationship with Invictus.