North West Signs With Gamma as Youngest Member of Ye’s Expanding Creative Circle
North West has formally signed with Gamma, the independent media and music company founded by former Apple Music executive Larry Jackson, according to sources familiar with the deal. The 12-year-old has reportedly been spending time in the studio as she begins laying the groundwork for a more defined musical debut.
The move places North under the same corporate umbrella that recently partnered with her father, Ye, for the release of his forthcoming album Bully. Gamma, launched in 2023, has positioned itself as a high-profile alternative to the traditional major-label system, striking deals with established stars including Mariah Carey, Usher, Sexyy Red, and Snoop Dogg. The latter also shifted Death Row Records’ distribution operations under Gamma’s oversight.
While North’s signing inevitably draws attention because of her lineage, she is the eldest child of Kim Kardashian and Ye, early activity suggests she is not merely a symbolic addition to the roster. Her single “Piercing on My Hand,” released earlier this month, was distributed through Gamma and produced by Ye alongside Will Frenchman. The track marked her first official step as a solo artist under a formal company structure.
North has already tested her stage presence in large venues. In January, she performed the song live in Mexico City during one of Ye’s appearances, in front of a crowd estimated at nearly 40,000. The set also included Ye’s 2014 track “Only One,” written for her, along with selections from the ¥$ project, including “Talking” and “Bomb.”
Her résumé, brief but expanding, includes guest appearances on Ye and Ty Dolla $ign’s “Talking/Once Again,” which reached the Billboard Hot 100, and on FKA Twigs’ track “Childlike Things,” where she delivered verses in both English and Japanese. The latter performance hinted at a broader artistic curiosity, blending rap with electronic textures.
Gamma’s interest in emerging artists with built-in cultural visibility aligns with its broader strategy. Rather than functioning as a conventional label, the company positions itself as a hybrid platform spanning music, distribution, and broader media ventures. For North, whose upbringing has unfolded in full public view, that multi-platform approach may prove particularly relevant.
Beyond music, signs point to parallel ambitions. Earlier this year, trademark filings surfaced indicating that Kim Kardashian applied for rights related to a potential fashion and accessories brand called “NOR11.” While no official announcement has been made, the filings suggest North’s creative trajectory may not be limited to music alone.
The cultural conversation surrounding celebrity children entering the industry, often framed in terms of nepotism, is unlikely to dissipate. Yet North’s public persona has already diverged from simple imitation. Fluent in digital culture and visibly comfortable performing before massive audiences, she appears to be developing a voice that reflects her generation as much as her lineage.
