"You will only get the respect you demand," Kiss' Gene Simmons said in a clip from the band's upcoming football TV series, 4th and Loud. "You've got to be able to pee on the ground like an animal claiming its territory and say, 'We are the kings of the jungle.' That's what we're doing with our team."
The clip, premiered by The Wall Street Journal, shows Simmons and his bandmate explaining to the Arena Football League's team owners why Kiss invested in and named a team the L.A. Kiss. Specifically, they claim that Kiss' involvement elevates the league's status, an assertion that rankles some of the owners in the room.
"The AFL is so misunderstood and, in some places, it's practically unknown," Stanley told the room. "That being said, we shouldn't be feared. We shouldn't be looked at as people who are trying to come in and ruin things. We're here to shake things up and take this whole league to another level, which shamefully it hasn't been to."
"We want you to know that we're not doing this as a hobby, but we are here to stay," Simmons offers. "We want you to know that we are committed to it and not only raising the profile of our own team but everybody in this room."
The show premieres on AMC on August 12th and follows Stanley's, Simmons' and their fellow owners' exploits as they attempt to introduce the L.A. Kiss to sports fans. The show has promised it would focus on the behind-the-scenes lives of the owners and team. In a Wall Street Journal interview earlier this month, Simmons explained that teams playing the L.A. Kiss would get more attention than they would otherwise. "Whenever a team plays us, boom! They get that extra lift," he said. "On their own, respectfully, they wouldn't get the time of day."