At just 13 years old, north west Taking an unexpectedly dark creative turn. daughter of Kim Kardashian And Kanye West have released the music video for their latest track “Ashite”, a horror-inspired visual that explores themes of betrayal, isolation, and emotional pain. The release comes just days after the sudden cancellation of her planned 14-day Kimokawaii Tour with rapper Molly Santana before the scheduled kickoff.
The combination of terrifying visuals, emotionally charged lyrics, and the sudden cancellation of the tour has prompted conversation among fans, many of whom expressed concern while others praised North’s artistic vision.
© Getty ImagesNorth West’s ‘Ashite’ music video embraces horror-inspired visuals
The new music video presents a dramatically different side of North’s evolving musical identity.
Set inside eerie locations including an abandoned-looking school and an arcade, the video features the young artist wearing icy blue pigtails, dramatic skull-inspired makeup, black teeth, facial jewelry and a Gothic-inspired outfit. The disturbing imagery matches the emotional tone of the song, creating a cinematic horror aesthetic throughout the video.
The song’s title, “Aishite”, translates as “Love Me” in Japanese, reinforcing the emotional themes woven into the track.
Lyrics about betrayal and being “used” draw attention
While the visuals immediately caught the audience’s attention, it was the songs that generated the most intense reactions.
© Getty ImagesThroughout the song, North raps and sings about being unable to trust the people around her, feeling betrayed. The song’s lyrics refer to “everyone betrays me”, struggling to escape from people pursuing her and feeling as if other people continue to use her. She also explains that it is difficult to let anyone in emotionally, while suggesting that the suffering continues.
Due to the song’s emotional content, Many viewers described the song as unusually mature for a 13-year-old artist.
Fans react with concern to emotional topics
The release immediately inspired discussion on social media.
Some fans praised Teen for experimenting with deep storytelling and artistic expression, while others questioned whether the lyrics reflected genuine emotions or simply fit into the horror-inspired concept of the song.
© Getty ImagesIn the comments on the video, viewers said they hoped Teen would have a strong support system, while others described the song as emotionally heavy and surprisingly vulnerable for such a young artist. One person wrote, “It felt spiritually heavy in a way that didn’t feel right to me. It feels like a panic attack with anxiety.” “I love it, but can I just say that while we’re nodding our heads, we need to hear the lyrics of what she’s saying. She’s screaming, don’t fail her like we’ve failed so many others,” said another.
A third said: “This song is really sad. I was sad too when I was 13, hopefully North gets the love and support she needs from somewhere.”
“Well, I had to pause to say this,” the fourth man began. “All you ever say is ‘He never talked. How would we know?’ This is what she is saying. I know her family or she might play it down as ‘it’s just a creative choice, art…blah blah blah’. This is not true. A 13 year old kid wouldn’t write such deep lyrics for no reason. We know what his family is like… I believe everything they say about him and this song too. It’s an external cry for help, he’s outside the coping process and the only person who can understand him and help him is being actively, physically removed from him…yes. She is only 13 years old!!!!”
© Getty ImagesThere is no public evidence that the songs are autobiographical, and neither North nor his family have suggested that the songs reflect their personal experiences.
The music video comes after North West canceled her first headlining tour
The timing of the release has added another layer to the conversation. Less than a week before it was to begin, North’s Kimokawaii Tour with rapper Molly Santana was cancelled.
North shared a message with fans expressing her disappointment at the cancellation, stating that she was excited to perform and promising supporters that she would have “something special” in store for them in the future. Molly Santana He also apologized to ticket holders, thanked fans for their support, and promised to compensate them.
© Backgrid/The Grosby GroupReports suggest that the cancellation may have been influenced by several factors, including scheduling conflicts, North’s desire to continue working on music, and other logistical considerations. However, no official explanation has been fully confirmed, as reported Scottish Sun.
North West continues to build her music career
Despite the canceled tour, North’s music career continues to expand.
They released their first EP, N0rth4evrbegan this year and has steadily built his resume through collaborations and live performances. She previously appeared with her father on the song “Talking/Once Again”, performed at Rolling Loud Miami, and contributed to FKA Twigs’ music before pursuing her solo career.
© Backgrid/The Grosby GroupKim Kardashian has publicly supported North’s musical ambitions, previously saying that her daughter enjoys making music because she truly loves the creative process and is not too concerned with outside opinions.