Kylie Jenner’s New Era – Modern Music, Makeup and Marketing

When Kylie Jenner makes a move, it’s never impulsive — it’s intentional. Her latest surprise? A glossy, moody new track called “Fourth Strike”, featuring the mysterious pop duo Terror Jr., which she released in tandem with her latest beauty campaign, Kylie x Future Glam. 

It’s a sound and visual aesthetic that feels deeply nostalgic because it’s a direct callback to the era that started it all: “King Kylie” in 2015.

A Return to Her “King Kylie” Origins

Nearly a decade ago, during her breakout “King Kylie” phase, Kylie launched Kylie Cosmetics with a campaign that helped define modern influencer culture. The ad featured a then-unknown song called “3 Strikes” by Terror Jr., a dreamy and synthetic pop track that instantly went viral alongside her imagery. 

Fans were convinced the breathy female voice behind the track was Kylie herself. The rumour spread like wildfire, blurring the line between artist and muse, marketing and myth. Though the group later confirmed it wasn’t her, Kylie’s silence on the matter made it even more iconic, making it an ultimate pop-culture campaign. 

Now with “Fourth Strike,” she’s reigniting that same intrigue, only this time, it’s deliberate. 

From “3 Strikes” to “Fourth Strike” A Decade Later

The connection between “3 Strikes” and “Fourth Strike” is no coincidence. By collaborating with Terror Jr. and naming the song a symbolic continuation, Kylie is turning nostalgia into narrative. 

The song is echoing synths, soft vocals, and a futuristic pulse that mirror the metallic aesthetic of her new beauty line. It’s not just a song, it’s an atmosphere. Everything about this project feels like a reflection rather than a reinvention. Jenner is essentially remixing her own mythology.  

From Family Fame to Her Own Frequency

For years, Kylie has lived in the shadow of the Kardashian name, a dynasty of fame built on reality TV, beauty, and reinvention. But where her sisters built brands, Kylie built an empire. Now, she’s taking another step outside her family’s blueprint, using music as both rebellion and reinvention.
Unlike the traditional Kardashian rollout, “Fourth Strike” feels personal. It’s still polished, still packaged, but there’s something more self-directed here, a sense that Kylie’s creating her own rhythm. She’s no longer following the family playbook, but rather writing her own melody. 

Performance Art in a Lip Gloss Tube 

The Lip Locked rollout blurs the line between pop culture and performance art. Kylie isn’t just releasing a song, but rather she’s orchestrating a new look and experience to the cosmetic world. Every visual, lyric, and beauty product ties into the same theme of self-expression as brand expression. 

The teaser clip, posted to her 400 million followers, turns the music video into a living art. A chrome beauty lab, faceless mannequins painted in her lipstick shades, and Kylie standing center frame. It’s hyper-stylized, a little eerie, and completely captivating. 

Not a Pop Star, But a Visionary Marketer 

Let’s be clear, Kylie Jenner isn’t trying to compete with the Dua Lipas and the Sabrina Carpenters of the world. “Fourth Strike” isn’t chasing chart success; it’s chasing cultural relevance. The track isn’t about the music itself; it’s about the moment it creates. It’s about how effortlessly she can turn curiosity into clicks, and clicks into sales. She’s not performing for applause; she’s performing for engagement. And that’s what makes her a generational marketer. 

The Sound of a Self-Made Brand

Nearly a decade after “King Kylie”, she’s still setting trends, but now on her own terms. Where others see product promotion, Jenner sees a creative opportunity. She’s not becoming a pop star; she’s becoming a multi-media brand. 

In 2016, Kylie taught the internet how to sell a lip kit. In 2025, she’s teaching how to sell a story. 

Because Kylie Jenner doesn’t just make products, she makes moments. And when she does, the world always watches, listens, and buys in.