The quick definition of art kei

Art kei (アート系) bands are visual kei bands from 2008 onward who play slower “intellectual” rock that is not designed for audience participation. Their looks are desaturated, editorial, “feminine,” and naturalistic.

A brief history of art kei

The story of art kei starts in 2005, just before Fatima disbanded. They had always been an atypical band, but the music released during their final year was slower, more technical, and more conceptual. Their costumes changed too: the surreal heaps of lace, tulle, flowers, and feathers were a far cry from their earlier sexualized image.

That is also the year that Sugar formed. They gained attention for their unusual artistic choices, such as drummer Atsuto (篤人) wearing a branded paper bag on his head for photoshoots—and for their music which was described as a “delicate and complex fusion of rock and jazz.”

By 2008, the former vocalist of Fatima had founded Moran, whose concept was very much a continuation of his previous band's final year. They played slow, technical songs with surprising inclusions like flamenco guitar, upright bass, and violin; and adorned their sepia-toned costumes with editorial headpieces of lace, tulle, and feathers.

Moran was not alone. 2008 also saw the formation of 9GOATS BLACK OUT, the long-awaited new band of former GULLET vocalist Ryo. And 2009 saw amber gris—the vocalist of which had undergone a similar evolution to Fatima in his previous band Ruvie—and cocklobin, the awaited follow-up of former babysitter vocalist Nigu.

All of these were viewed as having music and looks that were especially delicate, mature, and surreal. And Sugar, who had been steadily growing, played lives with all of them, creating an artful web of connections.

Although a subgenre gelled together around those bands in 2009, they weren't joined by many others. By its very nature, art kei is slower and “intellectual,” which is a hard sell in the world of visual kei where energetic fan participation is usually key to success.

The height of art kei was probably around 2008~2013 when the most groups were active at once, but the subgenre wasn't explicitly recognized in real-time. Western fans attempted to name it as early as 2010, but the classification didn't gain legitimacy until 2019, at which point those earlier bands were reevaluated.

At any rate, Moran, amber gris, 9GOATS BLACK OUT, Sugar, and cocklobin all disbanded by the mid-2010s. Since then, new art kei bands have continued to appear, but at a very infrequent pace—and many of them based around musicians who were in earlier art kei bands.

Why is it called art kei?

Interestingly, this is the one subgenre name that seems to have been coined by Western fans. In Western forums as early as 2010, such bands were [half-jokingly] called art kei (アート系) {art style} due to their frequent references to artists and their artistic, editorial-esque photoshoots.

The first known usage among Japanese fans was in 2012, although it's unclear if they back-ported the term from Western fans or arrived at it independently. The term was legitimized in 2019 by Japanese vkei researcher Visual Doctor Noru (ヴィジュアル博士のる) through his social media discussions about what to call such bands.

What are the other names for art kei?

Some fans may refer to it as fantasy kei (ファンタジー系) {fantasy style} due to the fantasy-like images that the bands' looks evoke. But confusingly, the term fantasy kei is also sometimes used as a synonym for cosplay kei (コスプレ系). It is recommended to avoid that term altogether.

What does art kei look like?

Heaps of flowy fabric affixed to costumes; desaturated/pastel colors among beiges or greys; messy, editorial hair, often with headpieces or hats; plants, flowers, or other natural elements attached to costumes or hair; photoshoots in warm, cozy spaces or natural scenery; props that reference art or surrealism; “feminine” accessories like lace gloves or pearls.

What does art kei sound like?

Indie rock and Western jazz influences; technical or unusual signatures; often deeper voices and pleasant singing; slower, ethereal, delicate; often incorporating unexpected acoustic instruments or cultural influences; surreal, intelligent lyrics. Not composed with live participation in mind.

Is art kei a legitimate visual kei subgenre?

Yes, but was only widely recognized as such years after it had ended, and it was always a fairly small group.

Art kei alignments

Not particularly heavy, but built on rock.

Almost always about imagined scenarios.

Store-bought clothing with added elements.

Often features talented instrumentalists or vocalist.

May forgo even expected interactions like cheki.

Rarely angry, but very often sad or nostalgic.

Both band and crowd are typically stoic at lives.

More likely to draw a mature crowd.

When was art kei active?

Most active around 2008~2013, but member bands existed as early as 2005, and it continues in small numbers through 2025.

What are the representative art kei bands?

Early: Fatima (late), Sugar

Representatives: Moran, amber gris, 9GOATS BLACK OUT, cocklobin

Later: LIPHLICH, Develop One's Faculties

Edit History

• 2025-02-14: typos
• 2025-03-02: typos