A reality mogul tests the pop waters again
Kylie Jenner has launched her first official single, “Fourth Strike,” rekindling her mid-2010s “King Kylie” alter ego and reuniting with Terror Jr—the group whose “3 Strikes” soundtracked an early Kylie Cosmetics promo. The new track arrives with a glossy trailer that ties her beauty brand’s 10-year story to a pop persona, complete with callbacks to that viral getaway-car ad. On the song, Jenner appears briefly on the bridge; the production leans into synthetic hooks familiar from the era she’s referencing. The move signals how celebrity brands increasingly fuse product launches with music-video aesthetics to capture attention across platforms. For fans, it’s a nostalgia hit; for marketers, a case study in cross-promote-everything.

Reaction is mixed but loud. Supporters celebrate the throwback vibe and the world-building around “King Kylie.” Critics shrug at the vocals, framing the single as an extravagant ad. Either way, the rollout works: streaming profiles went live, social clips drove discovery, and beauty tie-ins keep the clicks coming. For music watchers, the question is whether Jenner commits to more tracks or treats “Fourth Strike” as a one-off brand moment. The answer will show whether pop’s current celebrity-commerce loop has room for evolution—beyond trailers and merch—to the kind of songs that survive the news cycle. For now, the single has done its job: reignite a persona and sell a story.