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North West is making her official entry into the world of music.
The 12-year-old daughter of Kim Kardashian and Ye has inked a deal with Gamma, an independent label established by former Apple executive Larry Jackson. This development, initially reported by Rolling Stone, highlights North’s active involvement in recording and crafting new music.
This collaboration places her in esteemed company, joining a lineup that features artists like Mariah Carey, Usher, Sexyy Red, and Snoop Dogg. Notably, her father, Ye, has also chosen Gamma for distributing his forthcoming album, “Bully,” thereby uniting the family’s musical pursuits under the same banner.
North’s signing comes after a whirlwind of activity. Earlier this month, she dropped “Piercing on My Hand,” which is believed to be released through Gamma, with production credits going to Ye and Will Frenchman. She unveiled the song live in Mexico City at one of her father’s concerts, performing before an audience of nearly 40,000. The father-daughter duo also delivered renditions of “Only One,” a 2014 track dedicated to her by Ye, along with ¥$ tracks “Talking” and “Bomb.”
In spite of being a middle schooler, North has already made her mark on the Billboard charts. She contributed to Ye and Ty Dolla $ign’s “Talking/Once Again,” which climbed to No. 30 on the Billboard Hot 100. Additionally, she lent her voice to FKA Twigs’ “Eusexua,” showcasing her skills in both English and Japanese verses.
In a recent Rolling Stone feature examining celebrity children stepping into the spotlight, music editor Jeff Ihaza wrote that as “the celebrity children of the 2010s come of age and follow in their parents’ footsteps, we’ve arrived at the next generation of nepo babies.” He added that North feels “less a carbon copy of her parents than a Gen Alpha translation.”
Beyond music, trademark filings show that Kardashian has taken steps to secure multiple trademarks tied to her daughter’s name. She recently submitted three separate trademark applications for “NOR11,” covering everything from dresses, hats and loungewear to jewelry, watches, handbags and cosmetic cases. The name combines the first three letters of North’s name with the number 11, referencing her age when the concept was first developed.