Visual kei (Japanese: ヴィジュアル系 or ビジュアル系, Hepburn: Vijuaru kei or Bijuaru kei, meaning "Visual Style"), often abbreviated as v-kei (V系, bui kei), is a category of Japanese musicians known for their elaborate and theatrical stage appearances. The movement began in Japan in the early 1980s and places significant emphasis on the visual aspects of performance, such as costumes, makeup, and overall presentation. It is generally not defined by a specific musical style but is instead characterised by the development of a distinctive artistic concept or aesthetic.
The genre was initially shaped by bands including X Japan, Dead End, Buck-Tick, D'erlanger, and Color. During the 1990s, it gained wider recognition through the popularity of groups such as Luna Sea, Glay, L'Arc-en-Ciel, and Malice Mizer. The 2000s saw the emergence of what some refer to as "neo-visual kei" (ネオ・ヴィジュアル系), represented by artists like Gackt and bands such as Dir En Grey, the Gazette, Alice Nine, Girugamesh, and Versailles.
While visual kei bands may span a range of musical genres—including glam rock, heavy metal, punk rock, and gothic rock—some acts reduce their visual elements after gaining mainstream popularity, leading to debate over whether they should still be categorised within the visual kei movement.
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