A decade-long tease finally turns into an official single

Kylie Jenner has released “Fourth Strike,” her first credited single, reuniting with pop duo Terror Jr and reviving the mid-2010s “King Kylie” persona. The track ties into the 10-year anniversary of Kylie Cosmetics, with a glossy trailer that nods to her 2016 lip-gloss heist concept. Jenner sings a brief bridge on the song, leaning into the tongue-in-cheek mythology around her brand. The rollout doubles as commerce and spectacle: streaming profiles launched, a viral video narrative, and a product push in the same breath.

What this means for celebrity crossovers

“Fourth Strike” isn’t pitched as a reinvention so much as a brand extension—an on-ramp for nostalgia around early-Snapchat-era Kylie. Critics see the song as lightweight but savvy, engineered to spark social soundbites rather than dominate radio. The move follows a familiar playbook where influencers test music as a marketing channel, measuring engagement before committing to a fuller project. For fans, the appeal is meta: they’re in on the joke of a beauty mogul dabbling in pop while staying the face of her cosmetics empire.

The bigger story is how platform-native stars keep blurring lines between product, persona and performance. Music becomes one tentpole in a broader attention strategy that spans short-form video, merchandise and seasonal drops. Whether Jenner continues beyond this splash may hinge less on charts than on whether songs amplify the brand universe. For now, the single proves there’s still mileage in “King Kylie” as a character—capable of moving lip gloss and playlist slots at once.