[MelfinaPan]

I'm not sure I would go as far as to say it's a gimmick. It depends on the band. Most VK bands are concerned with producing quality music while also taking into account visual aestethics. They're interested in all aspects of presentation and a lot of it has roots in traditional Japanese stage performance, such as Kabuki theater. It is true though that a lot of bands ditch the heavy visual style once they go major, but it doesn't disappear completely. Anyways, there is a purpose behind the visuals besides appealing to fangirls.

Kagrra is a solid band and I always liked the blend of rock music with traditional Japanese music. Isshi has one of the most beautiful voices I've ever heard and you can tell that he works hard to train his voice. He just keeps getting better.