Kiss bassist Gene Simmons, shown July 16 at the IndyCar Series auto race in Edmonton, is one of the architects of the Kiss look and sound. (John Ulan/Canadian Press)

Gene Simmons is setting out to remake the Canadian music scene.

Simmons, the fire-breathing, tongue-wagging bassist of Kiss, is relaunching his Simmons Records in Canada with a plan to create the kind of company that results in commercial success.

"So the mandate of Simmons Records is Canadian, not only content but Canadian bands, and we're going to make sure that the next generation of world stars that emanate from Canada — they won't have to [move to the U.S.]," he said in an interview on CBC's Q cultural affairs show.

Simmons was one of the architects behind the Kiss look and sound and his business savvy has helped the band last 30 years.

Kiss paraphernalia can be found today in nearly any form, from lunch pails, comic books, caskets to DVDs of the 1999 film, Detroit Rock City, and Simmons himself is a TV personality with reality show Gene Simmons Family Jewels.

"Universal [Canada] and I started talking about relaunching the Simmons Record label, the mandate of which would be to use me, my celebrity, my access to highest levels of corporate Canada, corporate America — there isn't anywhere I can't go and no-one I can't get," Simmons says with customary humility.

"Access is a wonderful thing, but if you don't use it, it's kind of useless," he added.

Simmons Records did a number of records in the 1980s, but has since been dormant.

One of his partners in the revived label is Belinda Stronach — the Magna head is investing her personal money in the venture, which will not be related to the Magna brand.

Simmons will head the organization and believes he has what is needed to make the world take notice of Canadian bands.

"We're going to provide the kind of caring record company the likes of which hasn't been seen since Motown, where the head knucklehead — that's going to be me — is involved in every facet of your life," he said.

That means hands-on production and marketing expertise that Simmons hopes will give bands international exposure, without the need to flee Canada.

"I will be the kind of drill sergeant of the boot camp these bands and acts have never seen before," he said. "Very few managers, respectfully, are qualified to tell a band when their song sucks or if the bridge should be modulated or made into a minor key or change this."

He plans to push his protegés hard, demanding they change the lyrics, change the approach, fire the drug-addled lead singer.

"What I want is to create a climate … that can get you that opening slot on YouTube. Your manager can't do that. I know he's from Regina and he's a nice guy and he's believed in you from the beginning but power is what it's about and you're looking at Mr. Raw Power."

He'll be based in Toronto and scouring its indie scene and also plans to scout out bands on an upcoming trip to Edmonton.

Simmons says he believes Canadian talent has to stand up and demand the respect it deserves.

"I want to create an infrastructure and support system the likes of which Canada has never had and to concentrate on Canadian bands and give them the chance right here from Toronto," he said.

"The most important pivotal iconic talent the world has seen has come out of Canada — we need to prove it."