Kendrick Lamar's venture, pgLang, Debuts a Fresh Creative Agency
Project 3 Agency Launches, Expanding Creative Offerings for Businesses
In a significant move, Kendrick Lamar and Dave Free's creative company, pgLang, have launched a new initiative called Project 3. This full-service global creative agency aims to provide a wide range of services to businesses, including creative direction, content creation, production services, brand design, and strategic consulting [1][2][3].
The agency's name, "Project 3," is inspired by the three pillars of storytelling: the beginning, middle, and end. It aims to build brands externally with a focus on confidence in managing reputation and audience connection, leveraging pgLang’s diverse expertise spanning music, touring, merchandise, art, and marketing [1][3].
Project 3 evolved from pgLang’s initial foundation as an "at-service" company for creatives established in 2020. The acquisition of Frosty, an international creative studio with a 30-person global team, played a significant role in building the agency [3][4]. The goal is to create long-term business structures that allow learning and collaboration with clients without alienating commercial business [3][4].
One of the first ventures under Project 3 is the limited release of the Light Phone II. Produced by pglang in partnership with tech company Light, the Light Phone II is an unlocked, 4G LTE mobile phone with a few essential tools, aiming to be a less-distracting alternative to the modern cell phone [4]. The limited release consisted of 250 phones and was exclusively available at pglang.com [4].
Project 3 Agency is positioned as a commitment to authentic storytelling and cultural contribution, combining extensive experience to address the complexities of today's creative environment [1][5]. Fast Company reports that the new venture aims to allow pgLang to walk hand-in-hand with companies, giving them information and learning as they work together [6].
In addition to Project 3, pgLang has already demonstrated its capabilities through high-profile projects such as managing every element of Kendrick Lamar’s Super Bowl LIX Half Time Show production, including stage design and sound technology [1][3]. The company has also worked on design collaborations and brand collaborations with companies like Chanel, Converse, Global Citizen on Move Afrika, and Cash App [7]. pglang produced viral campaigns for Cash App [7].
In 2022, pgLang put billionaire investor Ray Dalio in a commercial to discuss the importance of investing in oneself [8]. Cornell Brown, an executive at pgLang and Project 3, stated that brands today can face significant consequences from one mistake, questioning their existence or the audience's purpose [8]. Brown's statement underscores the importance of authentic storytelling and cultural contribution in today's business landscape.
In conclusion, Project 3 Agency by pgLang offers comprehensive creative and strategic services to help businesses build and sustain their brands through innovative storytelling and collaboration, backed by the artistic and production pedigree of Kendrick Lamar and Dave Free [1][2][3][4][5].
- Leveraging the diverse expertise of pgLang in music, touring, merchandise, art, and marketing, Project 3 Agency ventures into the realm of technology, collaborating with tech companies to release innovative products like the Light Phone II.
- With Project 3, pgLang emerges as an all-encompassing creative partner for businesses, not just in creative direction and production services, but also in the more dynamic sectors such as technology, thereby crossing boundaries between the worlds of entertainment and finance.
