Introduction
Visual kei (often abbreviated vkei) is a Japanese music movement that started in the 1980s. Bands like X Japan, Malice Mizer, Dir en grey, and later groups like The Gazette and Versailles created a genre that is as much about fashion and visual art as it is about music. Magazines like SHOXX and Cure are essential for vkei fans. They provide band interviews, photoshoots, fun facts, and a sense of community. These were prominent because the movement started in the 1980s, when print was more common. Studying these magazines will help me understand how to design for a passionate, subcultural audience.
Examples of what Visual kei styles and bands can look like:
Research: Analyse Three Music Magazine Covers
Pick three magazines that cover different aspects of alternative/visual kei music.
1. SHOXX (Visual Kei / Rock)
Cover Style: Always features a visual kei band, often with dramatic makeup and costumes.
Typography: The masthead is bold with a signature font. It often matches the photo or main subject/s of the magazine. Little cover lines.
Mood: Intense, loud, exciting. The colours are often darker (black, red, grey) with high contrast.
2. Cure (Visual Kei / Indie)
Cover Style: Similar to SHOXX but sometimes softer, more focused on the artistic side.
Typography: Slightly more refined, but still uses bold Japanese typography. Sometimes uses fonts that match the image/band shown.
Mood: Artistic, devoted, stylized.
3. Rockin’ On Japan (Mainstream Japanese Rock / Indie)
Cover Style: More minimalist, often a band or single subject photo with clean typography.
Typography: Uses both Japanese and Western fonts, cleaner grid.
Mood: Professional, broad rock audience, less subcultural, leaning to a more general audience.
Reflection Questions
How do these magazines cater to dedicated fans?
They show insight on things even as small as what makeup brands and products the bands use. They get personal insight into how their favorite members are like in their day to day life. These magazines can feature upcoming tours, performances, songs, teasers, and exclusive interviews. Updates, details, and news on their favorite bands gets them to buy these magazines.
What elements from SHOXX or Cure could I borrow?
I would like to borrow the artistic elements of Cure like including typography in the design and using artistic, expressionistic photography. I'd like to borrow how cover lines are compact yet minimal from SHOXX, as well as matching colors to the photo.
Visual kei often blurs gender lines. How is this represented in styling?
Band members often wear makeup and wear things considered feminine. They blur this line as a unique worldview through fashion. Their clothes are treated as a form of art and not just traditionally male or female. They often blend masculine and feminine clothing, makeup, and hair to create a hybrid sense of style. The subculture of vkei is a rebellion against Japan's traditional society. Vkei offers a sense of freedom and individualism that challenges conventional gender roles.
Examples of band members who have this style:
Mana-Sama of Malice Mizer
Sena of JILUKA
My Own Interest: Visual Kei & Alternative
I’m drawn to visual kei because it combines music, fashion, and art into a cohesive identity. The magazines treat the musicians as artists, not just celebrities. The photography is often dark, romantic, and dramatic. These are elements I might incorporate into my own magazine. Visual kei takes inspiration from androgynous fashion, rock, heavy metal, theatricality, subculture, punk, goth, and European aesthetics (all things I'm a fan of) and making it their own.
Potential Magazine Concept
Genre: Alternative / Visual Kei inspired
Content: fashion or music editorial in vkei style, products used, different clothing items, behind the scenes, fashion insights, music
Aesthetic: Dark colours (black, deep red, blue), gothic serif fonts with simpler fonts, high contrast photography
Audience: 16–25, fans of alternative music and fashion, maybe interested in Japanese subculture
Image Sources (respectively listed to order shown):
https://www.yokogaomag.com/editorial/visual-kei-vkei-japan
https://kprofiles.com/visual-kei-everything-there-is-to-know/
https://www.amazon.co.jp/-/en/SHOXX-Magazine-English-Language-Guaranteed/dp/B001RCKQ7M
https://www.suruga-ya.com/en/product/ZYAMU89809?srsltid=AfmBOophM8VuoMFn6DKCJWTOPZvCKWh4GwT_7j5Ecgp7c7Lrr54_tBj2
https://www.animebooks.com/shmama20vo19.html
https://www.amazon.com/CureJapanesquerockVisualStylingmagazineVol223THE-MADNA-Cure-Magazine-Japanese-ebook/dp/B0CZWST5M6
https://japanmusicmarket.com/products/08-2010-cure-kamijo-cover-japan-visual-kei-music-magazine?srsltid=AfmBOoqC6AR11GB76m412zjEHyUuH2PLYScw26f9STv5ZQtWP3cjzOJe
https://www.amazon.com/CureJapanesquerockVisualStylingmagazineVol209theRaid-Cure-Magazine-Japanese-Asiahousekabusikigaisya-ebook/dp/B0CZ3TV8S1
https://www.amazon.com/CureJapanesquerockVisualStylingmagazineVol210mioyamazakiainikunoame-Cure-Magazine-Japanese-asiahousekabusikigaisya-ebook/dp/B0CWQ9YKQQ
https://pt.wikipedia.org/wiki/Cure
https://www.instagram.com/p/DRf9SoJEf8l/
https://www.facebook.com/ado1024.official/posts/ado-will-be-on-the-cover-of-the-july-issue-of-rockin-on-japan-the-issue-will-be-/122149662674104840/
https://www.ebay.com/itm/334774682733
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