A genre of Japanese rock music known as V-kei ("visual" style), is enjoying growing popularity in the United States, Europe, and the rest of Asia. Visual-style artists are distinguished by their striking appearance, featuring ostentatious makeup, hair styles, clothing, and props. In October 2009, the first international festival of V-kei groups was organized, with the goal of cementing Japan's place as an exporter of musical culture.

Kagrra (C) V-ROCK FESTIVAL

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Alice Nine (C) V-ROCK FESTIVAL

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Tsuchiya Anna (C) V-ROCK FESTIVAL

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the GazettE (C) V-ROCK FESTIVAL

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Visually StunningV-Rock Festival '09 was held over two days, on October 24 and 25, at the Makuhari Messe in Chiba Prefecture. The event brought together more than 50 groups from within Japan and overseas, representing a variety of musical genres but united by their emphasis on visual impact. Tickets were sold in 49 countries, and more than 29,000 music fans attended the festival over the two-day period. Scenes from the festival were broadcast live on the Internet.

The first day opened with performances by the SEX MACHINEGUNS, PENICILLIN, and other groups that ignited the V-kei boom in the 1990s. Their performances of V-kei classics mesmerized the audience. An appearance was also made by Alice Nine, with its refined, captivating visuals and melodies, and La'cryma Christi, a once-disbanded group that got reunited for the festival.

The final, climactic performance was made by the US rock singer Marilyn Manson, who has exerted a powerful influence on visual-style artists. Manson enthralled the audience with his wild antics on stage, including throwing his microphone and guitar.

The second day of the festival featured performances by a number of highly original artists. The opening act was Hangry and Angry, a popular duo whose costumes represent the ultimate in gosurori (Gothic Lolita) fashion. They were followed by Kagrra, which has won over fans in the West for its neo-Japanesque costumes and music. The group's performance took place against the backdrop of a tapestry with an image of a mythological demon, and a unique musical experience was offered through the use of a koto, a traditional Japanese stringed instrument.

Tsuchiya Anna, who is a leader in young women's fashion as well as a singer, took to the stage in a low-cut black lace outfit. Tsuchiya put on a powerful, riveting performance that belied her pregnancy. A Japanese visual-style group that is also popular overseas, the GazettE, closed the festival with a rousing performance that brought the audience to its feet.

Exporting MusicDespite the reputation visual artists enjoy as purveyors of pop culture from "cool Japan," no events had previously been organized to bring them together. In this respect V-Rock Festival '09 was a trailblazing effort to export Japan's musical culture to the rest of the world.

V-Rock Festival '09 featured plenty of off-stage events, too. The venue hosted various opportunities for fans to interact with the artists, such as by having their photos taken with their idols. CDs by a number of indie (independent) artists and lots of V-kei merchandise was on sale, and space was made available for fans to display and sell their own works. There was enough going to keep fans and curious visitors alike were busy all day long. (January 2010)