North West, the 13-year-old daughter of reality TV star Kim Kardashian and music mogul Kanye West, has unveiled a new music video for her track 'Aishite'. The video, drawing inspiration from horror aesthetics and helmed by director Ty Akimoto, delves into themes of perceived betrayal and exploitation. This release comes shortly after the unexpected cancellation of her planned debut concert tour.
The song 'Aishite,' which translates to 'love me' in Japanese, is featured on North's recently launched EP, N0rth4evr. Throughout the track, the young artist repeatedly vocalizes the Japanese phrase, underscoring the central theme. In the opening verse, North expresses feelings of isolation and being pursued, singing lines such as, "Nobody's coming to save me / It's driving me insane / I can't escape because they're after me / Just love me, everyone turns on me." She further elaborates on these dark sentiments, adding, "I'm seeing crimson every day / It's driving me mad / Can't get away because they chase me." The subsequent verse continues this exploration of betrayal, with lyrics like, "She pretends, they won't exploit me again / Can't trust anyone, the suffering is endless."
The visual narrative of the music video commences in a desolate, abandoned school setting. North is depicted wandering through the hallways, adorned with striking neon blue pigtails. A moment of suspense is created as the camera zooms in, revealing her face devoid of eyes, nose, or mouth, adding to the eerie atmosphere. She also showcases a distinctive black grill on her teeth, further enhancing her unique aesthetic. The video features a series of rapid cuts, transitioning between scenes at the school and an arcade, culminating with the song's conclusion and a stark white title card.
The release of the video follows the abrupt cancellation of North's initial co-headlining concert tour with hip-hop artist Molly Santana. The 14-date Kimokawaii Tour, intended to promote her debut album N0rth4evr, was slated to begin on August 6th. North took to Instagram Stories to inform her fans, stating, "I was really looking forward to touring with Molly Santana, but unfortunately, it's no longer happening. However, I have something special in store for you all, see you soon." Sources close to the family suggest that Kanye West, her father, might organize a smaller tour with her to make up for the cancellation, given his history of performing with her at large-scale events. North has previously joined her father on stage, including performances at his Mexico City arena shows and his comeback concert at SoFi Stadium in Los Angeles, where she performed tracks like 'Piercing on My Hand' and 'Miss Westie' to enthusiastic crowds.
Beyond her recent EP, North has a budding musical history. She made a guest appearance on FKA Twigs' album EUSEXUA last year, where her fluent Japanese rap on the track 'Childlike Things' garnered varied reactions. In February, she signed with Gamma, an independent entertainment company led by former Apple executive Larry Jackson, which also boasts Mariah Carey among its artists. Following this partnership, North has been reportedly engaged in recording sessions. Last month, she sparked further conversation with her bold fashion choices, including silver-toned studs on her legs, though it remained unclear if these were actual piercings or decorative stickers. Prior to this, she also debuted bleached eyebrows at a pop-up event for her album. North, who turned 13 on June 15th, is one of four children shared by Kim Kardashian and Kanye West, alongside Chicago, Saint, and Psalm, following their divorce in 2022.
North West's new music video provides a fascinating glimpse into her burgeoning artistic expression, exploring complex themes of betrayal and identity through a distinctive horror-inspired lens. Despite the recent setback of her tour cancellation, her commitment to music is evident, hinting at a promising future in the entertainment industry.
