Kendrick Lamar’s Startup pgLang Has Launched A New Creative Agency
pgLang, the creative company founded by Kendrick Lamar and Dave Free, is launching a new initiative called Project 3, aimed at expanding its creative offerings for businesses. At the heart of this venture is Project 3 Agency, a full-service agency providing creative direction, content creation, production services, brand design, and strategic consulting.
According to Fast Company, the move follows pgLang’s acquisition of Frosty, an international creative studio and longtime collaborator. The acquisition was instrumental in building the agency. “For us, it was like, how do we build foundational structures for the business so [we] can last longterm versus trying to do too much at once and being bogged down,” Free says.
pgLang expanding to Project 3
Free, who is a long-term business partner of Lamar, told Fast Company that as pgLang develops, they do not want to alienate themselves from commercial business. “We wanted to figure out a way to walk hand-in-hand with these companies and give them information, but also learn as we’re working with these companies.”
The startup has already won six Cannes Lions Awards and the Independent Agency of the Year in 2023 for its work with brands pgLang will be the parent company of the agency, overseeing all external ventures. Still, Project 3 and Project 3 agency will allow the teams to focus on other companies.
“We see brands now, and one mistake can have you questioning your existence or the audience questioning your purpose,” Cornell Brown, an executive at pgLang and Project 3, says.
pglang’s work
The creative agency has worked on design collaborations and brand collaborations with companies like Chanel, Converse, and Global Citizen on Move Afrika. It has produced viral campaigns for Cash App. In 2022, the startup put billionaire investor Ray Dalio in a commercial to discuss the importance of investing in yourself.
In 2023, pglang partnered with tech company Light to launch the limited-release Light Phone II. The Light Phone II is an unlocked, 4G LTE mobile phone with a few essential tools aimed to be a less-distracting alternative to the modern cell phone.
The limited release consisted of 250 phones exclusively available at pglang.com and was billed as “just a phone” to interested consumers.
Image: Johnny Nunez
