North West Signs Major Music Deal at 12
North West is officially stepping into the music industry in a major way. The 12-year-old daughter of Kim Kardashian and Ye has signed with Gamma, the independent music company founded by former Apple executive Larry Jackson. The move places her at the same label her father partnered with for his upcoming album Bully, signaling that this is more than just a one-off moment. It is the beginning of something much bigger.
With a new single already out and more studio time underway, North is not just testing the waters. She is carving out her own path while growing up in one of the most closely watched families in the world.
Keep reading to find out how North West’s Gamma deal connects to Ye’s upcoming album Bully and why this signing could shape the future of Gen Alpha in music.
North West Signs to Gamma and Joins a Growing Powerhouse
Gamma launched in 2023 and has quickly positioned itself as a serious player in the music industry. The company has worked with major names like Mariah Carey, Usher, Sexyy Red, and Snoop Dogg. In a major business move, Snoop even brought Death Row under Gamma’s umbrella for distribution services.
Now, North West joins that roster.
Sources confirmed to Rolling Stone that North has signed with Gamma and has been spending time in the studio. For a 12-year-old artist, that is a serious commitment. But considering her upbringing around studios, fashion houses, and global stages, this next chapter feels almost inevitable.
Her father Ye also inked a partnership deal with Gamma for the release of his 12th studio album, Bully, which is set to arrive on March 20. The shared label connection makes North’s signing even more meaningful. It places her directly inside the same ecosystem that is shaping her father’s current creative era.
“Piercing on My Hand” Marks a Defining Moment
North recently released her single “Piercing on My Hand” on February 6. The track was reportedly released through Gamma and co-produced by Ye and Will Frenchman. The song signals that she is not just experimenting with music for fun. She is putting out polished work backed by experienced producers.
Earlier this year, she debuted the track live in Mexico City alongside her father in front of nearly 40,000 attendees. That is not a small stage. Performing in front of a crowd that size would intimidate many seasoned artists, yet North handled it with confidence.
During that show, the father-daughter duo also performed Ye’s 2014 song “Only One,” which he originally dedicated to her. They added performances of ¥$ tracks “Talking” and “Bomb” to the setlist as well. The full circle moment of performing “Only One” together highlighted how much has changed since that song first came out.
From Billboard Charts to Global Collaborations
North is not brand new to the charts. She previously appeared on the single “Talking Once Again” from Ye and Ty Dolla $ign’s Vultures project. The track reached Number 30 on the Billboard Hot 100 and also charted in the United Kingdom. For someone her age, landing on the Billboard chart is no small achievement.
She also featured on “Childlike Things” by FKA Twigs from the album Eusexua. On that track, North rapped in both English and Japanese over an electronic dance beat. The feature showed that she is willing to experiment and step outside typical expectations. It also demonstrated her comfort in global pop culture spaces.
That kind of versatility matters in today’s industry. Young listeners value authenticity and internet fluency. North appears to understand both.
A New Generation of Celebrity Kids
As more children of major celebrities grow up in public view, conversations about nepotism naturally follow. In a recent Rolling Stone article, music editor Jeff Ihaza reflected on this cultural shift. He wrote, “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.”
Still, he made it clear that North stands apart in certain ways. He described her as “less a carbon copy of her parents than a Gen Alpha translation.” That distinction speaks to her personality and how she presents herself online and in music.
North has grown up in the age of TikTok, livestreams, and viral trends. She understands digital culture from the inside. Rather than imitating her parents, she seems to filter their influence through her own generation’s lens.
Expanding Beyond Music With NOR11
Music may be her current focus, but it is not the only venture on the horizon. Earlier this year, People confirmed that Kim Kardashian applied for multiple trademarks for a fashion and accessories brand called NOR11 back in January.
While details remain limited, the filings suggest that North could be building a brand that stretches beyond music. Given her early interest in style and fashion design, this move feels aligned with her personality. She has already shown a bold sense of style at public events and online.
If NOR11 develops into a full-scale fashion company, it would not be surprising. The Kardashian brand empire has long thrived at the intersection of entertainment and fashion.
What This Means for North West’s Future
Signing with Gamma at 12 places North in a unique position. She has the resources, mentorship, and visibility that most young artists can only dream of. At the same time, she faces intense scrutiny that comes with her last name.
The partnership between Ye and Gamma for Bully adds another layer to this story. Father and daughter now share business ties within the same label ecosystem. That connection could lead to more collaborations or even joint projects in the future.
For now, North appears focused on refining her craft. Studio sessions, live performances, and early chart success suggest she is serious about music. Whether she ultimately becomes a chart-topping rapper, a crossover pop artist, or a creative force across multiple industries, one thing is clear. North West is not just a celebrity kid making a cameo.
She is actively building her own narrative. And with Gamma backing her, the next chapter is already underway.
Summary:
- North West has officially signed with Gamma, the independent music company founded by Larry Jackson.
- Gamma has collaborated with major artists including Mariah Carey, Usher, Sexyy Red, and Snoop Dogg.
- Ye partnered with Gamma for the release of his upcoming 12th studio album, Bully, set to arrive on March 20.
- North recently released her single “Piercing on My Hand” on February 6, co-produced by Ye and Will Frenchman.
- She debuted the track live in Mexico City in front of nearly 40,000 fans alongside her father.
- The duo also performed “Only One” and ¥$ tracks “Talking” and “Bomb.”
- North previously appeared on “Talking Once Again” from the Vultures project, which reached Number 30 on the Billboard Hot 100 and charted in the United Kingdom.
- She also featured on “Childlike Things” from FKA Twigs’ album Eusexua, rapping in both English and Japanese.
- Rolling Stone described her as “less a carbon copy of her parents than a Gen Alpha translation.”
- Kim Kardashian recently filed trademarks for a fashion and accessories brand called NOR11, signaling North’s possible expansion into the fashion industry.
