For years now, concert goers who didn't smoke but who wanted to feel a part of the shared warmth you get during a power ballad, have proudly held up their open cellphones, and waved their arms back and forth as they tried to simulate the flickering flame of a real lighter.
Sadly, it always looked goofy. Not only does it just look like a bunch of people waving cellphones in the air, the light these devices emit tends to be in the blue part of the spectrum, which further separates them from the real-deal lighters in the crowd.
But with the arrival of the iPhone and a whole slew of virtual lighter apps, phone-glow became a lot cooler. Sure, you're still thrusting a phone into the air, but at least the colour looks genuine and some of the flame effects are very convincing.
Sensing an opportunity to make a little more money in this space, legendary music marketing entrepreneur and reality-TV star Gene Simmons is making sure that if you want to spark up a flame at the next KISS concert you attend, he and the rest of the band get their piece of the action.
They've partnered with a development company called Spark of Blue Softwareto release a new app in the iTunes apps store called the KISS Virtual Concert Lighter.
From what we can see, it's just like all the other lighter apps in the App Store, except of course that this is the officially sanctioned and licensed KISS edition. Standard features include:
If you want in on all the KISS lighter action, head on over to the App Store and be prepared to shell out $.99. And don't forget what Gene says: "You work hard for your money. I work hard for your money."
Not a KISS fan? The Who, Poison, Motley Crue, Kings of Leon, Lil Wayne and others all have Virtual Lighters coming soon.