Record deal, debut single, live performance: North West is consistently expanding her music career. What happened so far.
North West is officially starting her music career: Kim Kardashian and Kanye West’s daughter has signed her first record deal. The twelve-year-old is now under contract with the Gamma label, which was founded in 2023. Larry Jackson, a former manager at Apple, built the company and now brings together a well-known roster of artists, including Snoop Dogg, Sexyy Red and Mariah Carey.
Debut single “Piercing On My Hand”
In early February, North West released their debut single “Piercing On My Hand” directly via Gamma. Her father produced the track. Sonically, the song moves between a simple trap beat, repeating hook fragments and a deliberately raw, almost sketch-like performance. The production relies on reduced drums, deep 808 basses and a delivery that is less about technical sophistication than about attitude. A few weeks ago she performed the single live for the first time – together with Ye at his performance in Mexico.
In addition to curious attention, there were also mocking comments and accusations of nepotism. Both North and her mother faced malice – from criticism of the musical quality to fundamental debates about whether such a young child deserves to be in the spotlight in this way.
Controversy over looks and public perception
In parallel to the music, many also commented intensively on North’s appearance. With dark streetwear, unusual hairstyles and visible, sometimes temporary or staged piercing statements, she deliberately positions herself away from the classic child star look. Like many other twelve-year-olds, she is clearly going through an experimental phase in which changes in style, provocation and differentiation are part of self-discovery.
Kim Kardashian spoke candidly on a podcast about how North really enjoys playing with fashion, beauty and accessories. As a mother, she tries to set a responsible framework. She described the public criticism of her daughter’s appearance and styling as excessive.
Father-daughter activities
North gained her first studio experiences in her father’s close creative environment. She has already appeared twice on his “Vultures” series and gained early insight into professional recording and production processes. She also took on a featured part on the song “Childlike Things” by FKA Twigs.
And back in 2020, North celebrated her rap debut at the Yeezy fashion show in Paris. She was just seven years old at the time.
The Kardashian West Empire
With the deal at Gamma, North West is now taking the next step towards its own entertainment universe. At the same time, the family continues to advance its business activities. Kim Kardashian registered the trademark “NOR11” at the beginning of the year. The filing suggests a broad strategy that could include toys, dolls, puzzles, playsets, party games and miscellaneous merchandise.
