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Kendrick Lamar and Dave Free at 2025 Grammy Awards

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Key Takeaways:

• Project 3 Agency will supply model technique, content material manufacturing and inventive path for exterior purchasers.
• The new enterprise builds on pgLang’s previous work with manufacturers like Converse, Calvin Klein and Bottega Veneta.
• pgLang’s growth into company work alerts a broader imaginative and prescient for artistic and cultural management.

Kendrick Lamar and Dave Free’s pgLang is increasing. On Thursday (July 31), the corporate unveiled its latest enterprise, Project 3 Agency, alongside a black-and-white video on Instagram.

According to Fast Company, the company will supply “creative direction, content creation, production services, and brand design and strategy” for exterior manufacturers, whereas pgLang continues “overseeing and aligning all external ventures.” The choice to launch Project 3 largely stems from Lamar and Free’s acquisition of worldwide artistic studio Frosty, who’ve collaborated carefully with the pair for a number of years.

“For us, it was like, ‘How do we build foundational structures for the business so [we] can last long term versus trying to do too much at once and being bogged down?’” Free shared. Instead of distancing pgLang from industrial ventures, their purpose is to “figure out a way to walk hand in hand” and develop by expertise.

pgLang, for anybody unfamiliar, is a multidisciplinary artistic communications firm that Lamar introduced in March 2020. Outside of a few of the extra music-focused tasks, like dealing with govt manufacturing for Baby Keem’s “family ties” and the Compton rapper’s “The Big Steppers Tour,” it’s labored with fairly a number of big-name manufacturers. Among that rising listing is Converse, Calvin Klein, Chanel, and extra not too long ago, Bottega Veneta.

“We know the trajectory,” Free instructed Fast Company concerning pgLang’s future. “But it’s going to take time, and we’re going to give every piece its own space in its own light. Right now, the agency is the foundation that helps set the standard for these other services that we’re going to offer.”

As for Lamar, the 22-time Grammy Award winner is nearing the top of the European leg of his “Grand National Tour” with SZA. Notably, Project 3 dealt with manufacturing for the visible companion to their present staple, “luther.”