Kendrick Lamar and Dave Free are redefining the creative agency through their company pgLang.
In short: Founded by Kendrick Lamar and Dave Free, pgLang is a multidisciplinary communications company that defies traditional industry labels. By blending music, film, and brand strategy, the Los Angeles-based firm creates stories that transcend standard formats. It is not a record label or a studio, but a new model for artistic expression.
Launched on March 5, 2020, pgLang emerged from the long-standing creative partnership between rapper Kendrick Lamar and filmmaker Dave Free. The duo, who previously collaborated as the filmmaking team the Little Homies while signed to Top Dawg Entertainment, sought to build a company that operates outside the constraints of conventional media houses. Free has explicitly stated that pgLang is not a record label, movie studio, or publishing house, but rather a communications company focused on cultivating raw expression through grassroots partnerships.
The company's philosophy centers on being multilingual, meaning it communicates through diverse mediums including music, film, art, and technology. This approach allows Lamar and Free to maintain ambiguity in their branding, providing them with the flexibility to experiment across different fields. Their work has spanned high-profile advertising campaigns for brands like Calvin Klein and Converse, as well as community-focused initiatives like the Vibrate Space recording studio in Accra, Ghana, and the Move Afrika touring circuit.
pgLang's impact has been recognized globally, notably winning six Cannes Lions Awards in 2023, including the Independent Agency of the Year – Craft. The company continues to evolve, recently launching a new creative agency branch called Project 3 in 2025. Whether through producing Lamar's critically acclaimed albums or orchestrating massive cultural events like the Pop Out concert in Inglewood, pgLang remains committed to breaking traditional formats. By prioritizing artistic autonomy and cross-industry collaboration, the company has established itself as a significant, innovative force in modern creative communications.
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Sources
- Summary by Intellect · source: PGLang
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