Visual kei (ヴィジュアル系, vijuaru kei?, literally "visual style") refers to a movement among
Japanese musicians,
that is characterized by the use of
make-up, elaborate hair styles and flamboyant
costumes, often, but not always, coupled with
androgynous aesthetics.
Some sources state that Visual Kei refers to a music genre, or to a sub-genre of
J-rock (a term referring to Japanese rock in general
), with its own particular sound, related to
glam-rock,
punk and
metal.
However other sources state that Visual Kei's unique clothing, make-up,
fashions, and participation in the related
sub-culture is equally as important as the sound of the music itself in the use of the term.
Stylistic originsGlam rock,
Punk rock,
Gothic rock,
Metal,
Alternative rock
Cultural originsJapanTypical instruments
Guitar,
bass,
drums,
keyboardsMainstream popularityMostly within Japanese independent scene; some followings across the globe
Visual Kei emerged in the late 1980s pioneered by bands such as
X Japan,
D'erlanger,
Buck-Tick, and
Color.
The term Visual Kei was created with one of
X Japan's slogans "Psychedelic violence crime of visual shock".
Color vocalist "Dynamite Tommy" formed his record company
Free-Will in 1986, which has been a major contributor in spreading modern Visual Kei outside Japan.
In 1992,
X Japan launched an attempt to enter the European and American markets, but it would take another 8 years until popularity and awareness of Visual Kei bands would extend worldwide.
In the mid 1990s, Visual Kei received an increase in popularity throughout Japan, and album sales from Visual Kei bands started to reach record numbers. The most notable bands to achieve success during this period included
X Japan,
Glay, and
Luna Sea; however, a drastic change in their appearance accompanied their success.
During the same period other bands, such as
Kuroyume,
Malice Mizer, and
Penicillin, gained mainstream awareness, although they were not as commercially successful.
By 1999, mainstream popularity in Visual Kei was declining; X Japan had disbanded, and the death of lead guitarist
Hideto Matsumoto in 1998 had denied fans a possible reunion. Soon after, in 2000, Luna Sea decided to disband.
In 2007 the genre was revitalized, as Luna Sea performed a one-off performance, and X Japan reunited for a new single and a world tour. With these developments, Visual Kei bands enjoyed a boost in public awareness, described by the media as "Neo-Visual Kei".
Visual Kei has enjoyed popularity among
independent underground projects, as well as artists achieving
mainstream success, with influences from Western phenomena, such as
glam,
goth and
cyberpunk. The music performed encompasses a large variety of
genres, i.e.
pop,
punk,
heavy metal and
electronica. Magazines published regularly in Japan with Visual Kei coverage are
Arena 37°C, "Cure",
Fool's Mate and
Shoxx. Noted bands who at least at some point sported a Visual Kei theme include
Dir en grey,
Luna Sea and
Malice Mizer.
Popularity and awareness of such groups outside of Japan has seen an increase in recent years.