North West Signs Record Deal: Young Star Joins Gamma Music

North West, the 12-year-old daughter of Kim Kardashian and Kanye West, is rapidly establishing herself as a rising force in the music industry. She’s now a signed artist with Gamma, the independent record label founded by former Apple executive Larry Jackson, February 18th, Rolling Stone reports.

The move places North alongside a growing roster at Gamma that includes established artists like Mariah Carey, Usher, Sexyy Red, and Snoop Dogg, signaling Jackson’s ambition to build a significant presence in the music landscape. Notably, her father, Ye (formerly known as Kanye West), recently entered a partnership with Gamma for the release of his upcoming album, Bully, slated for release on March 20th.

While still in her pre-teen years, North’s musical journey has already included notable collaborations, and performances. She first appeared on her father’s 2024 track “Talking / Once Again,” and followed that with a featured verse on FKA Twigs’ 2025 song “Childlike Things,” where she showcased her ability to rap in both English and Japanese. She also collaborated with Lil Novi on “Justswagup.”

North’s recent single, “Piercing On My Hand,” released on February 6th, offers a glimpse into her emerging artistic style. The track, produced by Ye and Will Frenchman, features what’s been described as kaleidoscopic plugg production and introduces her signature producer tag, “No-su-cha,” a Japanese pronunciation of her name. She debuted the song live in Mexico City during one of her father’s concerts, performing in front of an audience of nearly 40,000.

The signing with Gamma isn’t North’s only venture into the creative world. Her mother, Kim Kardashian, filed trademarks in January for a fashion and accessories company called “NOR11,” suggesting a potential expansion into the fashion industry. This move aligns with North’s expressed interest in streetwear and 1990s fashion, citing Tyler, the Creator and her father as key inspirations, as she shared in a 2024 interview with her mother for Interview Magazine.

The rapid acceleration of North West’s artistic pursuits raises questions about the evolving dynamics of celebrity offspring entering the entertainment industry. Unlike previous generations where children of famous parents often waited until adulthood to launch their careers, North is actively building a brand and a musical identity while still in middle school. This approach reflects a shift towards earlier exposure and a more direct leveraging of existing platforms and networks.

Larry Jackson’s Gamma, launched in 2023, has quickly positioned itself as a contender in the independent music space, attracting established artists and now, emerging talent like North West. The label’s success hinges on its ability to offer artists greater creative control and a more flexible business model compared to traditional major labels. Bringing both Ye and his daughter under the Gamma umbrella further solidifies the label’s profile and demonstrates its willingness to take risks on unconventional talent.

The partnership between North and Gamma is particularly noteworthy given the often-turbulent relationship between Ye and major record labels. By aligning with an independent entity, both artists gain a degree of autonomy that may have been difficult to achieve elsewhere. This could also signal a broader trend within the industry, as artists increasingly seek alternatives to the traditional label system.

While it remains to be seen how North West’s music career will unfold, her early successes and the backing of Gamma suggest a serious commitment to her artistic development. The release of her debut album, following “Piercing On My Hand,” will be a crucial test of her potential and a key indicator of her ability to connect with a wider audience. Beyond music, the potential launch of the “NOR11” fashion line adds another layer to her burgeoning brand, positioning her as a multi-faceted creative force.

The situation also highlights the evolving role of social media and digital platforms in launching and sustaining music careers. North’s ability to connect with fans directly through platforms like TikTok and Instagram, combined with the viral potential of her music and fashion ventures, provides a powerful advantage in a rapidly changing entertainment landscape.