Kendrick Lamar launches global creative agency with pgLang
Kendrick Lamar has launched a new global creative agency. Through pgLang, his multidisciplinary creative communications company, the Compton rapper is ready to unleash Project 3 Agency.
K. Dot founded pgLang alongside his longtime collaborator Dave Free in 2020. The company has since released various albums, including Kendrick’s Mr Morale and the Big Steppers and GNX, Baby Keem’s The Melodic Blue and Tanna Leone’s Sleepy Soldier.
Project 3 will provide “creative direction, brand design, strategy, content creation, event planning, and production services.”
Speaking to FastCompany, Free said, “We see brands now, and one mistake can have you questioning your existence or the audience questioning your purpose. For us, there is a confidence that we can bring to this. We have tentacles in so many places: touring, music, when we’re creating merch, when we’re creating art – we have so many inputs that there’s a confidence that comes from seeing all of that around you.
“We were seeing companies we admired, but the storytelling was lacklustre. And a lot of it is because the agency motto became a turnover business of more, more, more. Sometimes that’s great, you need that. But it also has to help people. It has to change the world. It has to latch onto people.”
When pgLang formed, they described themselves as “not a record label, a movie studio, or a publishing house. This is something new. In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships.”
Kendrick released his new album GNX in November. It debuted at number one on the Billboard 200 chart with 319,000 units in its first week. His previous album, Mr Morale and the Big Steppers, also topped the charts.