North West has unveiled the much-anticipated music video for her new single, “Aishite (愛して),” adding another exciting dimension to her artistic journey.
This visually captivating video, directed by Ty Akimoto, was shot entirely in Japan. It brilliantly showcases Japanese-inspired visuals that perfectly align with the song’s title, translating to “love me.”
Included in North’s EP, N0rth4evr, “Aishite (愛して)” features a sample from the 2013 Vocaloid hit “Aishite Aishite Aishite” (Love Me, Love Me, Love Me) by Kikuo and Hatsune Miku. The track’s chorus dives deep into themes of loneliness, betrayal, and the yearning for acceptance:
“Ayy, ain’t nobody finna save me (Save me)
Ayy, and it’s drivin’ me crazy (Crazy)
Why can’t I escape? ‘Cause they chase me (They chase me)
Just love me, everyone betrays me (Love me, love me, love me)”
The music video’s release comes just days after West announced that her planned KimoKawaii Tour with rapper Molly Santana had been canceled before it was set to begin.
“I was really excited to go on tour w Molly Santana,” West wrote on Instagram. “It isn’t happening anymore, but I have something special for u guys. See ya soon.”
The 14-date tour was announced in June and was scheduled to kick off Aug. 5 in Dallas before making stops in New York, Los Angeles, Houston, Atlanta, and Toronto through Aug. 27.
Santana also addressed fans following the cancellation.
“To everyone who bought tickets to the tour, I sincerely apologize,” Santana wrote on Instagram. “I know a lot of you have taken time out of your busy schedules and spent your hard-earned money planning to be there. Nothing makes me more happy than the opportunity to share more amazing memories with you all, and I hope to see you soon. You are all so greatly appreciated and please know that I never take your time or support lightly. I love you so much & I promise I will make this up to you.”
The release of “Aishite” appears to be the “something special” West teased after the tour’s cancellation.