North West has signed to Gamma, former Apple executive Larry Jackson‘s independent music company that’s vying to be a top contender in the industry. Sources confirmed the news to Rolling Stone and said North has been spending time in the studio.
Since its 2023 launch, Gamma has collaborated with the likes of Mariah Carey, Usher, Sexyy Red, and Snoop Dogg — with the Doggfather moving Death Row under Gamma’s umbrella for distribution services. The media company has also brought in North’s father Ye, the artist formerly known as Kanye West, who inked a partnership deal with Gamma for the release of Bully, his 12th studio album set to arrive on March 20.
At 12 years old, North, a scion of Kim Kardashian and Ye’s celebrity empire, appears poised to chart her own path in music. Her recent single, “Piercing on My Hand,” which arrived on Feb. 6, was reportedly released via Gamma and produced by Ye and Will Frenchman. In January, North debuted the track live alongside her father in Mexico City in front of nearly 40,000 attendees, and the pair also performed Ye’s 2014 dedication to his eldest daughter, titled “Only One,” plus ¥$ tracks “Talking” and “Bomb.”
North previously appeared on Ye and Ty Dolla $ign’s Vultures single “Talking/Once Again,” which reached Number 30 on the Billboard Hot 100 and charted in the U.K. She also featured on FKA Twigs‘ “Childlike Things” on the Grammy winner’s album Eusexua — which saw North rapping in both English and Japanese over Twigs’ electronic dance beat.
As North carves her own name in music, she also seems to be taking early steps toward a fashion venture. People confirmed earlier this week that her mother, Kardashian, applied for multiple trademarks for a fashion and accessories company called “NOR11” back in January.
In a recent Rolling Stone article, music editor Jeff Ihaza declared 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.” Still, he remarked, given North’s fluency in online culture and her unapologetic approach to music, fashion, and identity, she is “less a carbon copy of her parents than a Gen Alpha translation.”
