PGLang
pgLang is an American multimedia production company founded on March 5, 2020, by rapper Kendrick Lamar and his longtime business partner Dave Free.[1][2] The company operates as a "multi-lingual, at service" entity, providing creative services across music, film, television, visual media, art, books, and podcasts, rather than functioning as a conventional record label or studio.[3][4] pgLang's mission emphasizes storytelling and worldbuilding, leveraging narrative tools to support cultural expression, particularly within hip-hop.[5] Notable projects include collaborations with brands such as Calvin Klein, Chanel, and Converse, as well as production of music videos like the single-take short film for Lamar's "We Cry Together" and the video for "Not Like Us."[6][7] The company has also been involved in Lamar's album Mr. Morale & the Big Steppers and the work of artist Baby Keem, whose collaboration "Family Ties" with Lamar earned a Grammy for Best Rap Performance in 2022.[3][2] In terms of achievements, pgLang secured six Cannes Lions Awards in 2023, including the Film Craft Grand Prix for Direction, and was ranked among the world's most innovative companies by Fast Company in 2025.[8] Expanding its scope, the company launched Project 3 Agency in July 2025 to offer brand strategy, content production, and creative direction for external clients, building on prior advertising and multimedia endeavors.[6][9]History
Inception and Launch (2020)
pgLang was established by American rapper Kendrick Lamar and his longtime collaborator Dave Free as a multimedia creative company.[10][11] The venture officially launched on March 5, 2020, at 9:01 a.m. Pacific Time, with an announcement disseminated via social media and the company's website, pg-lang.com.[1][12] In its inaugural statement, pgLang was positioned as a "multi-lingual, at service company" designed to support "idea people" across various artistic mediums, explicitly distinguishing itself from conventional entities such as record labels, movie studios, or publishing houses.[11][13] The company's mission emphasized collaborative storytelling through music, visual media, and other forms, fostering an environment for creators to realize multifaceted projects.[10][14] The launch featured a short film directed by Dave Free, serving as a visual mission statement and showcasing participants including Lamar, his cousin Baby Keem, actress Yara Shahidi, and model SZA.[13][1] Accompanying the announcement was limited merchandise, such as T-shirts and hoodies emblazoned with the pgLang logo, available for purchase on the website.[13] This debut underscored pgLang's intent to operate as a flexible, artist-centric platform unbound by industry silos.[11][10]
Early Projects and Development (2021–2022)
In January 2021, pgLang debuted its first major project through a collaboration with Calvin Klein, releasing a series of seven short promotional films directed by co-founder Dave Free on January 14.[15][16] The campaign, titled "pgLang for Calvin Klein," featured emerging artists including Baby Keem and Brent Faiyaz, emphasizing themes of creativity, optimism, and immersive fashion storytelling amid the ongoing COVID-19 pandemic.[16] Accompanying the films was a soundtrack album of the same name, marking pgLang's initial foray into music production outside Kendrick Lamar's core discography.[17] Throughout 2021, pgLang supported the release of Baby Keem's debut album The Melodic Blue on September 10, leveraging the company's infrastructure for promotion and creative oversight, as Keem had been highlighted in pgLang's foundational mission statement since its 2020 launch.[3] This period also saw internal development focused on expanding pgLang's multidisciplinary scope, with Dave Free directing additional visual content and the company positioning itself as a hub for artist incubation beyond traditional label models.[18] In early 2022, pgLang signed Los Angeles-based rapper Tanna Leone on March 10 in partnership with Def Jam Recordings, marking its first external artist acquisition and signaling roster expansion.[19] Leone's debut album Sleepy Soldier followed later that year, accompanied by pgLang-produced music videos such as "Picasso." Concurrently, the company contributed to Kendrick Lamar's Mr. Morale & the Big Steppers, released May 13 under pgLang alongside Top Dawg Entertainment and Aftermath Entertainment, handling creative direction, featured pgLang affiliates, and promotional elements like the video for "Rich Spirit" directed by Calmatic.[20][21] pgLang also executed a campaign for Converse on May 2, directed by Savannah Setten, further diversifying into brand partnerships.[22] These efforts solidified pgLang's transition from conceptual entity to operational creative agency during 2021–2022.Breakthrough and Major Releases (2023–2024)
In 2023, pgLang marked a breakthrough by venturing into large-scale international initiatives aimed at fostering music infrastructure in underrepresented markets. On November 3, the company partnered with Global Citizen to announce Move Afrika, a five-year program designed to establish a pioneering international music touring circuit across Africa, emphasizing economic investment, artist development, and live event capabilities.[23] The project's launch event, Move Afrika: Rwanda, took place on December 6 at BK Arena in Kigali, Rwanda, drawing over 15,000 attendees with Kendrick Lamar as headliner alongside local and international acts, setting a precedent for sustainable touring logistics on the continent.[24] This collaboration extended into 2024 with an expansion to Ghana, announced on January 17 in partnership with the Ghanaian government, targeting Accra as a host city to boost the local entertainment economy through infrastructure upgrades and artist training.[25] pgLang also accelerated its advertising portfolio during this period, producing culturally attuned campaigns that earned industry accolades. From October 23 to 25, 2023, the company directed a Converse promotional series under Jack Begert, featuring immersive storytelling tied to urban mobility themes.[26] In early 2024, on January 20, Dave Free helmed "The Button," a cinematic spot for Chanel that integrated minimalist aesthetics with narrative depth, contributing to pgLang's growing reputation in luxury branding.[27] These efforts aligned with broader diversification, including a November 1, 2023, collaboration with startup Light to develop a minimalist cell phone prototype focused on essential functionality over excess features.[28] By mid-2023, pgLang's creative output had secured multiple Webby Awards, such as for the "That's Money" project recognized on April 25, underscoring its shift toward innovative, cross-medium production.[3] The period's major music milestone came with Kendrick Lamar's surprise release of GNX, his sixth studio album and second distributed via pgLang, on November 22, 2024. Clocking 12 tracks with production emphasizing raw lyricism and West Coast influences, the project debuted amid Lamar's heightened cultural prominence, achieving over 300,000 first-week U.S. units sold and topping Billboard charts. This release solidified pgLang's role in high-impact music output, leveraging Lamar's solo catalog to amplify the company's multimedia ethos without reliance on traditional rollout hype.Expansion and New Ventures (2025–present)
In February 2025, pgLang co-produced the Super Bowl LIX halftime show, headlined by Kendrick Lamar at the Caesars Superdome in New Orleans, Louisiana, marking the company's expansion into large-scale live event production.[3] This project highlighted pgLang's growing involvement in multimedia spectacles, leveraging Lamar's performance to integrate music, visuals, and cultural storytelling on a global stage.[29] On March 26, 2025, Fast Company ranked pgLang 15th on its annual list of the World's 50 Most Innovative Companies, recognizing its influence in reshaping tech, media, and creative industries through artist-led initiatives.[7] The accolade underscored pgLang's approach to blending authentic narratives with scalable production, distinguishing it from traditional entertainment conglomerates.[30] On July 31, 2025, pgLang announced the launch of Project 3 Agency, a full-service global creative agency extending its services to external clients with offerings in brand strategy, content creation, and creative direction.[31] [32] The initiative, led by Lamar and Dave Free, aims to disrupt conventional brand storytelling by prioritizing unfiltered cultural authenticity, particularly drawing from Black creative perspectives.[33] Project 3 incorporates the acquisition of Frosty, a production entity that bolsters pgLang's operational footprint with offices in Los Angeles, New York, London, Paris, and Asia, employing around 30 staff members.[34] The agency's name derives from the three pillars of narrative structure—beginning, middle, and end—reflecting a commitment to comprehensive, linear storytelling in commercial projects.[35]Founders and Leadership
Kendrick Lamar's Role
Kendrick Lamar co-founded pgLang with longtime collaborator Dave Free on March 5, 2020, launching it as a "multi-lingual, artist-friendly service company" dedicated to empowering creators in music, film, and visual media.[10] [1] The venture, headquartered in Los Angeles, operates independently of traditional industry constraints, focusing on innovative storytelling that captures generational experiences through diverse mediums.[3] Lamar's vision positions pgLang as a platform for "selfless" creative expression, prioritizing quality and unconventional ideas over commercial formulas.[3] In his capacity as co-founder and owner, Lamar serves as the central creative architect, infusing projects with his thematic depth on identity, society, and human connection—elements recurrent in his solo discography.[2] He has overseen key initiatives, including the 2021 pgLang for Calvin Klein campaign, which produced eight short films blending fashion, music, and narrative, earning recognition for immersive storytelling.[3] Lamar's input extended to collaborations like the Converse partnership and the announcement of his album Mr. Morale & the Big Steppers in 2022, where pgLang handled promotional visuals.[3] The company under his guidance has also secured accolades, such as a Webby Award for the 2023 video "That’s Money."[3] Lamar's leadership emphasizes philanthropy and expansion; in June 2024, pgLang, alongside Lamar and Free Lunch, donated $200,000 to 20 Los Angeles charities post his "Pop Out" concert, targeting youth programs and community organizations like The Hidden Genius Project.[36] By July 2025, he spearheaded Project 3, pgLang's new global creative agency arm focused on external brand-building and partnerships, marking a shift toward broader industry influence.[31] Through these efforts, Lamar leverages pgLang to produce tours like the Grand National, commercials, and videos, maintaining a low-profile operational style that prioritizes output over publicity.[3][8]Dave Free's Contributions
Dave Free co-founded pgLang with Kendrick Lamar on March 5, 2020, establishing it as a multidisciplinary creative services company focused on music, film, visual media, and unconventional artist-driven projects rather than traditional labels or studios.[11] As co-founder and creative executive, Free leverages his background as a music video director and former president of Top Dawg Entertainment to oversee production, artist development, and visual storytelling, emphasizing instinctual collaboration and efficient execution to produce culturally resonant work.[37] Free's directorial contributions include helming eight short films for pgLang's 2021 Calvin Klein campaign, which explored immersive fashion narratives through experimental formats shot in locations like Pacific Palisades.[3] He also directed the campaign's teaser, contributing to pgLang's early forays into commercial advertising and multimedia.[3] In music videos, Free directed "Family Ties" by Baby Keem and Kendrick Lamar, filmed across Los Angeles sites to capture dynamic, location-specific energy.[3] He further directed Kendrick Lamar's "N95" video, aligning visual elements with the track's thematic intensity.[37] Beyond direction, Free shapes pgLang's operational philosophy, advocating a "no yapping" approach that prioritizes action-oriented creativity and minimal internal debate to foster breakthrough outputs like ads, product collaborations (e.g., Converse and Light Phone), and fine art initiatives.[38] [37] This method has supported pgLang's expansion, including the 2025 launch of Project 3, a global creative agency arm handling brand partnerships and large-scale productions such as Kendrick Lamar's Grand National tour visuals.[6] His role ensures pgLang maintains flexibility for cross-disciplinary ventures while grounding them in universal, community-connected narratives.[37]Organizational Structure
pgLang functions as a parent entity overseeing multiple creative ventures, with co-founders Kendrick Lamar and Dave Free holding primary ownership and creative oversight. Dave Free, a longtime collaborator with Lamar dating back to his early career, manages operational aspects, emphasizing a streamlined approach that prioritizes efficiency over expansive bureaucracy, as evidenced by the company's "no yapping" internal policy focused on direct action.[38][2] The organization employs between 20 and 49 staff members, operating from its Los Angeles headquarters without a rigid hierarchical framework typical of traditional record labels or studios.[39] In July 2025, pgLang expanded its structure by acquiring Frosty, an international creative studio, to form Project 3 Agency—a full-service arm providing creative direction, content production, and brand strategy for clients. This subsidiary integrates a team of approximately 30 members from Frosty, with dedicated leadership including Lamar and Free for creative decisions, alongside Cornell Brown and Jodi Sweetbaum for strategy.[6][40] Project 3 operates within the pgLang ecosystem, unifying music, film, and commercial projects under a cohesive vision rather than siloed departments.[35] Key operational roles include Diaundra Jones as Director of Operations and Niya Morton as Talent Manager, supporting artist development and project execution across pgLang's multidisciplinary output.[41] The company's model rejects conventional industry silos, positioning itself as an "at service" entity adaptable to creators' needs in music, visuals, and branding, which has enabled rapid scaling without proportional administrative bloat.[4] This flexible structure has contributed to pgLang's recognition for innovation, including multiple Cannes Lions awards for its productions.[6]Roster
Current Artists
Baby Keem, Kendrick Lamar's cousin and the first artist to partner with pgLang upon its 2020 launch, remains a core figure on the roster through a joint venture with Columbia Records.[42][43] His debut album The Melodic Blue, released on September 10, 2021, was supported by pgLang and achieved gold certification by April 2022.[3] Keem has collaborated extensively with Lamar, including the Grammy-winning track "Family Ties" from 2021, which earned Best Rap Performance in 2022.[3] Tanna Leone joined pgLang in March 2022 via a partnership with Def Jam Recordings, marking the company's second major artist signing after Baby Keem.[44] As of August 2025, Leone confirmed his ongoing affiliation, stating he has been signed for nearly five years amid rumors of departure.[45] His contributions include providing music for pgLang's 2025 Converse campaign "Lost for Language," and he teased a 2025 track "Peter Pan" featuring Lamar's ad-libs, produced by Cardo.[3] Leone's debut album Sleepy Soldier followed his signing, aligning with pgLang's emphasis on multifaceted creative output. Kendrick Lamar, as co-founder, operates as pgLang's flagship artist, with recent releases like the 2024 album GNX attributed to the company.[46] This structure reflects pgLang's model as a non-traditional imprint prioritizing collaborative, service-oriented projects over expansive signings.[4] No additional artists have been publicly added to the roster as of October 2025.Former Artists
Tanna Leone faced rumors in August 2025 suggesting he had been dropped from pgLang's roster, prompted by unfollows on social media platforms and delays in new releases.[45] However, Leone publicly clarified on X (formerly Twitter) that he remained signed to the company, hinting at upcoming projects under its banner.[45] No official confirmation of his departure has emerged as of October 2025, and pgLang's public outputs continue to feature stable affiliations with its core artists.[3] pgLang has not reported any confirmed artist exits since its founding in March 2020, distinguishing it from traditional record labels with high turnover.[2] Early speculation in 2020 about potential signings like Jorja Smith did not materialize into formal roster additions, avoiding subsequent departures.[47] The company's multidisciplinary model, emphasizing creative partnerships over rigid label contracts, may contribute to this stability, with no verifiable instances of artists severing ties.[8]Music Releases
Studio Albums
pgLang has released four studio albums as of 2025, primarily featuring artists affiliated with the company, including founder Kendrick Lamar, Baby Keem, and signee Tanna Leone. These releases often involve partnerships with major labels such as Columbia Records, Def Jam Recordings, Interscope Records, and others, reflecting pgLang's role as a boutique imprint focused on creative control within hip-hop and related genres.[3] The inaugural pgLang album was The Melodic Blue, the debut studio album by Baby Keem, released on September 10, 2021, through pgLang LLC in partnership with Columbia Records. The project, comprising 16 tracks, explores themes of youth, relationships, and ambition, with production credits including Kendrick Lamar on select songs like "family ties" and "range brothers." It debuted at number five on the Billboard 200, selling 47,000 album-equivalent units in its first week.[48][49] Following in 2022, Tanna Leone, pgLang's first external signee outside of core affiliates, issued his debut Sleepy Soldier on April 27 via pgLang and Def Jam Recordings. The 16-track effort, self-produced in part by Leone, emphasizes melodic trap influences and personal endurance narratives, released without guest features to highlight his solo versatility.[50][51] Kendrick Lamar's Mr. Morale & the Big Steppers, pgLang's first release tied to the founder, arrived on May 13, 2022, co-credited with Top Dawg Entertainment, Aftermath Entertainment, and Interscope Records. This double-disc album, featuring 18 tracks and collaborations with artists like Baby Keem, Ghostface Killah, and Kodak Black, addresses introspection, therapy, and cultural critique, debuting at number one on the Billboard 200 with over 295,000 units sold in its opening week. The pgLang website announced the project directly, underscoring its alignment with the company's multimedia ethos.[3] Most recently, Lamar's GNX, his second pgLang-affiliated studio album, was released on November 22, 2024, again in collaboration with Top Dawg, Aftermath, and Interscope. Named after the Buick Grand National Experimental performance car, the 12-track set follows Lamar's high-profile feud with Drake and emphasizes rapid production, with no advance singles; it debuted atop the Billboard 200, moving 379,000 equivalent units in its first week. Discogs credits pgLang as the primary imprint for physical editions.| Artist | Album Title | Release Date | Label Partners |
|---|---|---|---|
| Baby Keem | The Melodic Blue | September 10, 2021 | pgLang, Columbia Records |
| Tanna Leone | Sleepy Soldier | April 27, 2022 | pgLang, Def Jam Recordings |
| Kendrick Lamar | Mr. Morale & the Big Steppers | May 13, 2022 | pgLang, Top Dawg, Aftermath, Interscope |
| Kendrick Lamar | GNX | November 22, 2024 | pgLang, Top Dawg, Aftermath, Interscope |
Other Recordings
pgLang has facilitated the release of several singles and collaborative tracks by its associated artists, often in partnership with labels like Interscope Records. These releases typically feature Baby Keem and Kendrick Lamar, emphasizing experimental and promotional audio content outside full-length albums. Early examples include Baby Keem's "hooligan" and "sons & critics Freestyle," both dropped on September 18, 2020, as the company's initial foray into standalone music distribution.[52] Prominent among these is "family ties" by Baby Keem featuring Kendrick Lamar, released on August 27, 2021, which credits pgLang alongside Top Dawg Entertainment, Aftermath, and Interscope. The track, produced by DJ Dahi, Boi-1da, and others, debuted at number one on the Billboard Hot Rap Songs chart and earned a Grammy nomination for Best Rap Performance in 2022.[53] Other notable singles under the pgLang imprint include Baby Keem and Travis Scott's "durag activity," released April 16, 2021, which peaked at number 10 on the Billboard Hot Rap Songs chart.| Artist(s) | Title | Release Date | Label Credits |
|---|---|---|---|
| Baby Keem | hooligan | September 18, 2020 | pgLang, Columbia |
| Baby Keem | sons & critics Freestyle | September 18, 2020 | pgLang, Columbia |
| Baby Keem & Travis Scott | durag activity | April 16, 2021 | pgLang, Columbia |
| Baby Keem feat. Kendrick Lamar | family ties | August 27, 2021 | pgLang/Interscope |
Visual and Multimedia Productions
Short Films and Series
In January 2021, pgLang released eight short films directed by Dave Free in collaboration with Calvin Klein, emphasizing innovative fashion narratives with themes of creativity and optimism; the series starred pgLang-affiliated artist Baby Keem alongside Brent Faiyaz and other emerging talents, marking an early visual production effort by the company.[55][22] "We Cry Together," a 2022 short film produced by pgLang to accompany Kendrick Lamar's track of the same name from the album Mr. Morale & the Big Steppers, depicts a raw portrayal of interpersonal conflict through performances by Lamar and actress Taylour Paige, blending scripted dialogue with the song's audio.[56][57] In 2023, pgLang contributed to "The Melodic Blue," a short film adapting Baby Keem's mixtape of the same title, which premiered on Amazon Prime Video and featured original scoring to visualize the project's sonic themes.[58] pgLang also produced "The Agency," a promotional short film in 2025 highlighting the launch of its Project 3 agency division, directed to showcase expanded creative services.[59]Music Videos
pgLang has produced music videos primarily for Kendrick Lamar and affiliated artists, often under the direction of co-founder Dave Free or in collaboration with directors like Calmatic, emphasizing narrative-driven visuals that complement the thematic elements of the accompanying tracks.[60] These productions integrate pgLang's focus on multimedia storytelling, with executive production credits frequently held by Lamar and Free.[61]| Title | Artist(s) | Director(s) | Release Date | Production Notes |
|---|---|---|---|---|
| Family Ties | Baby Keem & Kendrick Lamar | Dave Free | August 27, 2021 | Features layered split-screen visuals; pgLang executive producers: Dave Free, Kendrick Lamar.[62][61] |
| The Heart Part 5 | Kendrick Lamar | Dave Free & Kendrick Lamar | May 8, 2022 | Standalone single video exploring personal reflection; produced by pgLang.[63] |
| N95 | Kendrick Lamar | Dave Free & Kendrick Lamar | May 14, 2022 | From Mr. Morale & the Big Steppers; co-produced with project3.[64] |
| Picasso | Tanna Leone | Medet (director/editor) | May 31, 2022 | From Sleepy Soldier EP; licensed through pgLang/Def Jam.[65] |
| Rich Spirit | Kendrick Lamar | Calmatic | November 16, 2022 | From Mr. Morale & the Big Steppers; executive producers: Kendrick Lamar, Dave Free.[66] |
| Not Like Us | Kendrick Lamar | Dave Free & Kendrick Lamar | July 4, 2024 | Diss track visual with pointed imagery; produced by pgLang/project3.[60] |
| Squabble Up | Kendrick Lamar | Calmatic | November 25, 2024 | From GNX; co-produced with project3 & Prettybird.[67] |