North West has grown up in plain sight, her appearances with her mother, Kim Kardashian, and father Kanye West, treated as cultural moments rather than passing phases. But something has shifted. The performances now feel purposeful, hinting that this is not simply a famous child at play, but the early shape of a career beginning to take itself seriously, especially with the new deal in play.

North West, the 12-year-old daughter of Kanye West and Kim Kardashian, has signed a record deal with Gamma Records for her upcoming project. The label is associated with the big names in the industry, namely, Mariah Carey, Snoop Dogg, and Usher.

The deal comes after her performance alongside her father, Kanye West, in Mexico City for her first single, ‘PIERCING ON MY HAND’. The track was released via Gamma Records.

Gamma had already shaken hands with Kanye West earlier in the year, and North Kardashian's deal marked another win.

In Gamma's deal with North West, nobody gets the shorter end of the stick, as while the music studio gets a big name attached to it, Kanye West's prodigy positions herself at the centre of the music industry.

North West sets the bar for the next generation of Star Kids

The next generation of the 2010s is coming into its own, finding its footing in work and ambition, while North West is already learning to live comfortably in the spotlight.

Before cementing that she will be following her father's footsteps with the Gamma deal, North West has previously appeared on Ye and Ty Dolla $ign’s 'Vultures' single ‘Talking/Once Again,’ which reached Number 30 on the Billboard Hot 100 and also charted in the U.K. During the track's listening in March of 2024, she announced that the LP for her single would be titled 'Elementary School Dropout.'

The 12-year-old has not only stepped into music but is also set to get into the fashion industry. According to PEOPLE, Kim Kardashian has filed applications to trademark the company name NOR11. The fashion brand will deal in dresses, footwear, loungewear, hats, watches, jewellery, handbags, and cosmetic cases.

Already sitting on a stack of viral moments which ranged from criticizing Kim Kardashian's MET Gala outfit to getting on the Central Cee, the 'PIERCING ON MY HAND' release and the Gamma deal have added wheels to the roller stakes North West was already wearing to climb the Hollywood ladder.

Have you heard North West's 'Piercing on My Hand'? Let us know in the comments.

Written by

Sreelaxmi Nair

Edited by

Aliza Siddiqui