This whole debate about “gimmicks” is pointless. KISS was entirely about gimmick. Ghost has an enormous gimmick. But so what? Unlike KISS (for the most part), Tobias actually knows how to write great songs—and surrounds himself with people who can. Anyone denying that Skeleta is great must be deaf, ha!
A gimmick is just stage theatrics: an immersive tool that creates awe, wonder, a sense of cult, whatever. We could even argue that Bruce dialed up his own theatrics after looking at Ghost. Either way, theatrics enhance a performance in my view. Personally, I like Fear of the Dark with the “lantern and moon.” Sure, Bruce’s theatrics compared to Ghost’s are like toddlers’—his cape in ROTAM, for example—but that’s just a creative choice and the band’s vision.
Tobias has had the advantage of looking back at the music scene of the ’70s–’90s and distilling, cramming, and crafting everything he liked into his vision of Ghost (and yes, he keeps the business side in mind, which is clever). And on top of that, he writes catchy tunes. That’s not even debatable. Case closed.
And to be clear, I don’t even call myself a proper Ghost fan. I’m more of a “nodding to their side” type. I think I’m already too old to be a full-fledged maniacal fan. But I see what they’re doing, and when they do it well, I applaud them. I don’t drool over Tobias’ pope masks or anything—that part was already nailed by KISS.