Gene Simmons, the tongue-wagging co-founder and frontman for the heavy metal rock band Kiss, is trying his hand at a gentler form of music -- jingles.
CBS has tapped Simmons to judge the reality show “Jingles,” the latest TV series from Mark Burnett, the executive producer behind hits like “Survivor” and “The Apprentice,” the network announced on Wednesday.
The show, slated to premiere later this year, will feature contestants writing and performing jingles for a variety of subjects, ranging from food products to sports teams. The winner takes home $100,000 and an advertising contract.
The show will be hosted by Kimberly Caldwell, a former contestant on the blockbuster Fox hit “American Idol,” while advertising executives Linda Kaplan Thaler and Julie Roehm will join Simmons as judges.
“Jingles” is the latest move into reality television by Simmons, who helped form Kiss in the mid-1970s and became known for his wild makeup and wagging tongue. Simmons previously starred on A&E’s “Family Jewels” and competed on a celebrity version of Donald Trump’s “Apprentice” on NBC.
Simmons also has launched his own marketing company, using his name to promote energy drinks, books and clothing.