The fallout in the music industry is creating some unusual alliances.

In January, Wind-Up Records sponsored Madison Square Garden college athletics to promote Evanesence, The Darkness and other rock acts. The following month, Roadrunner Records announced a partnership with Six Flags Entertainment Corp. that featured the first song created for a roller coaster.

Not to be outdone, now KISS is getting into the act.

The iconic rock band has partnered with the Professional Bull Riders to host the KISS Kam at Built Ford Tough Series events. Similar to a bull ride, participants will be timed with a digital clock and must kiss for a full eight seconds.

The PBR created the promotion to enhance the attendee experience during breaks in action, said Sean Gleason, PBR COO. “We have a long history of playing classic rock at our events, and we have a lot of KISS in our repertoire.”

The PBR’s SVP of information technology broached the idea “and it went from there,” said Gleason. “We approached the band and they were all for it.”

Paul Stanley, Gene Simmons and other band members will egg on participants in a prerecorded video during the promotion. PBR will post videos of the participants on where fans can vote for the best or worst kiss. Winners will receive PBR and KISS merchandise.

“Some see this as an unlikely pairing. But it’s quite the opposite,” said Stanley, in a statement. “PBR fans have a passion that we relate to and want to be part of.” 

PBR will run the promotion at roughly 30 televised Built Ford Tough Series events each year through the end of 2014. The organization will kick off the promotion May 10 at the Last Cowboy Standing event in Las Vegas.

Taking the partnership up a notch, PBR has renamed six bulls after KISS albums: Love Gun; Revenge, Psycho Circus; Animalize, Destroyer and Monster, the latter of which is the band’s most recent release.

The renamed animals “give us another opportunity to play more KISS songs when the bulls are getting ready to buck out,” said Gleason, noting that the PBR may outfit the bulls in replica KISS makeup.

“It’s a mutually beneficial marketing partnership.”