Kim Kardashian and Kanye West’s 13-year-old daughter, North West, is embracing a dark cyber-goth aesthetic in her new song and music video, but the release has sparked backlash online, with some fans questioning whether her parents are being “irresponsible” by allowing her to pursue such mature and dark themes at a young age.
North released “Aishite” on Aug. 7 as part of her self-produced debut EP, N0rth4evr. The accompanying horror-inspired music video follows North as she haunts an empty school and arcade, with eerie, anime-inspired visuals throughout.
For the video, the “nepo baby” sports her signature neon blue hair styled into pigtails, along with facial piercings, full-glam makeup, spiky corsets and doll-like dresses that fit the video’s anime-inspired aesthetic.
North West Releases Dark ‘Aishite’ Music Video
The song’s lyrics also caught the attention of fans, with North singing about betrayal, being chased and wanting to be saved.
In the chorus, she sings:
Ayy, ain’t nobody finna save me (Save me)
Ayy, and it’s drivin’ me crazy (Crazy)
Why can’t I escape? ‘Cause they chase me (They chase me)
Just love me, everyone betrays me (Love me, love me, love me)
Yeah, and I’m seein’ blood daily (Daily)
What? And it’s drivin’ me crazy (Crazy)
Yeah, can’t escape ’cause they chase me (They chase me)
Just love me, everyone betrays me (Love me, love me, love me).
In another section, North sings:
She pretend, they ain’t usin’ me again (What?)
Can’t be no one’s friend, I can’t let nobody in (Yeah, yeah)
Let nobody in, let-let-let nobody in (This is happiness, ah-ah)
Can’t depend on anyone, the sufferin’ won’t end (What you think?)
Always got some piercings on me, this is not a trend (Not a trend)
Fallin’ back ’cause they on somethin’ weird, I can’t defend (Can’t defend)
Always talk behind my back, no I ain’t trustin’ them (Yeah)
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Fans React
North has faced criticism over pursuing a music career at such a young age, and her latest release has once again sparked debate over whether the themes and imagery are appropriate for a 13-year-old.
“This poor girl,” one person wrote on Reddit.
Another said, “I say take this down. If her gross parents won’t let her be a kid, at the very least we can, no?”
“I think it's too dark for a thirteen year old to be singing about seeing blood daily, people betraying them, etc but the visuals were interesting,” another person commented.
Another critic questioned the decision to allow North to enter the music industry so young, writing, “I understand things have shifted with social media but I think it’s wildly irresponsible to let your child into the hip hop industry at 13. I know there’s child actors and singers but this is a whole other ballpark. Also the dermal piercings are crazy- super high rate of skin [infrection].”
