Kanye West sees daughter North as future of family brand: 'Superstar potential'

US reality TV star Kim Kardashian’s former husband Kanye West is planning to put his daughter North West, 12, front and center at his upcoming international concerts.

This has been claimed by Hollywood expert Rob Shuter in his latest piece for substack Naughty But Nice.

The insiders have told the expert Kanye wants North to play a major role in the shows — potentially even serving as an opening act — as he continues his latest attempt at a global comeback.

“Kanye sees North as the future of the family brand,” the insider said and added “He genuinely believes she has superstar potential and wants audiences to start viewing her as an artist in her own right.”

However, the sources have claimed that Kanye West’s decision to involve daughter North is already raising eyebrows.

Moreover, the source tells the expert, “Kim Kardashian is extremely protective of North. There are ongoing conversations behind the scenes about how much public exposure is appropriate.”

Another source claimed those close to Kanye insist his motives are personal rather than commercial.

“Kanye loves creating family spectacle. To him, putting North onstage isn’t controversial — it’s about building a legacy. He sees it as a father sharing the spotlight with his daughter,” the insider adds.

Meanwhile, the critics argue the optics remain complicated as the US rapper works to rebuild his career while continuing to face scrutiny over his past remarks and behavior.