For Gene Simmons, the fact one of the world's biggest media markets had not been the home of a pro football franchise since 1995 presented a business opportunity he couldn't ignore. So Simmons -- whose entrepreneurial instincts helped build Kiss into one of the world's most successful rock 'n' roll bands -- created the LA KISS of the Arena Football League, and "4th and Loud" chronicles that process along with the team's inaugural season. The team's co-owners include Kiss frontman and co-founder Paul Stanley, Kiss manager Doc McGhee, managing partner and owner Brett Bouchy, and president and owner Schuyler Hoversten. All appear on the series, as well as the squad's star players.