Kendrick Lamar's pgLang Launches Creative Agency
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Kendrick Lamar's production company, pgLang, has announced the launch of Project 3 Agency, a new full-service creative agency. Founded in 2020 by Kendrick and his longtime collaborator Dave Free, pgLang originally served as an "at service company" for creatives, primarily focusing on Kendrick's projects, including music videos and brand collaborations with companies like Chanel and Calvin Klein. However, they quickly realized they lacked the infrastructure to take on external projects at that time.
Fast forward five years, and pgLang has expanded its capabilities. Project 3 aims to provide a wide range of services, including creative direction, brand design, strategy, content creation, and event planning. According to the agency, it is designed to enhance creative resources for both corporate and independent businesses.
In a recent interview with Fast Company, pgLang executive Cornell Brown highlighted the agency's confidence in its diverse connections across various sectors, including touring and merchandise. He emphasized the importance of strong storytelling, noting that many admired companies often struggle with this aspect, leading to uninspiring narratives.
Co-founder Dave Free echoed this sentiment, pointing out that while some agencies focus on quantity, effective storytelling should genuinely connect with people and contribute positively to the world.
Project 3 Agency has already begun to showcase its work on social media, releasing a short film featuring actors Lionel Boyce and Chase Sui Wonders that hints at an intriguing story with a mysterious telephone number.
Kendrick Lamar is not alone in this creative venture; many artists like A$AP Rocky, Pharrell, Playboi Carti, and Travis Scott have also established their own creative agencies. However, Kendrick's approach is marked by a clear vision and purpose, promising to bring significant value to the commercial and creative realms. For more information, visit project3.agency.
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