Kylie Jenner has officially stepped into music with the release of “Fourth Strike,” her debut single as King Kylie, a persona she first popularized during the height of her mid-2010s social media fame. The track, produced in collaboration with Terror Jr, arrives as part of the tenth-anniversary celebration for Kylie Cosmetics, tying Jenner’s beauty empire back to the aesthetic world that helped launch it.

In 2016, Jenner starred in a Kylie Cosmetics campaign built around a heist-themed short film set to Terror Jr’s song “3 Strikes.” At the time, the mysterious pop group’s connection to Jenner fueled speculation that she was secretly its vocalist. Jenner denied the rumors, and Terror Jr went on to become a cult favorite in internet pop circles. The campaign ended with Jenner driving off in a car whose license plate read “KngKylie”, a small detail that became symbolic of her online alter ego.

Nearly ten years later, Jenner has revived that identity in full. “Fourth Strike” serves as both a continuation of the earlier storyline and a self-referential nod to her cultural history. The music video opens in an interrogation room, where detectives question Jenner about “multiple counts of being the baddest woman on Earth.” When she’s released, her mother, Kris Jenner, waits outside in the same Rolls-Royce seen in the original video, its glove compartment stocked with a new collection of Kylie Cosmetics lip glosses.

Jenner’s participation in the song is limited to a short bridge section. The production carries the same slick, minimal sound associated with mid-2010s electro-pop, a deliberate callback rather than an attempt at innovation. The track is clean and functional, designed less for radio rotation than for reinforcing the visual and narrative world surrounding her brand.

Viewed in context, “Fourth Strike” functions as an extension of Jenner’s ongoing project of self-curation. It links her early social-media persona, one defined by neon filters, contour kits, and the language of viral cool, with the more controlled image of a business owner and public figure. The release coincides with a major marketing moment for her cosmetics company, and the song’s promotional materials reference both past campaigns and current product launches.

While Jenner has not indicated any plan to pursue a full-time music career, the single underscores her ability to repackage earlier phases of her public identity. The King Kylie revival, like much of Jenner’s work, is rooted in the idea of continuity: old imagery made new through careful production and timing.

“Fourth Strike” may not alter Jenner’s position in pop culture, but it illustrates how thoroughly she manages it. By turning a decade-old rumor into a polished piece of brand mythology, she proves that for King Kylie, the personal brand remains more important than the music itself.