Kendrick Lamar's venture, pgLang, Debuts a Fresh Creative Agency
New Creative Agency Project 3 Launched by pgLang
pgLang, the creative company founded by Kendrick Lamar and Dave Free, has expanded its operations with the launch of a new full-service global creative agency called Project 3. This move aims to build brands externally for both corporate and independent businesses, offering services such as creative direction, brand design and strategy, content creation, event planning, and production services [1][2][4][5].
Project 3 operates under the pgLang umbrella, which was established in 2020 as a creative company supporting diverse artists and creators [1][2]. The agency's name, "Project 3," references the three basic foundations of storytelling: beginning, middle, and end [2]. The launch of Project 3 is a strategic step to expand pgLang’s creative resources and provide foundational business structures for long-term growth without overextension [2][3].
One of the key factors contributing to the development of Project 3 was the acquisition of Frosty, an international creative studio, by pgLang. Frosty, a longtime collaborator with Lamar and Free, brought a global team with extensive experience in collaboration to the table [2][3]. Project 3's expertise spans brand strategy, creative direction, content production, event planning, and production, catering to sectors such as fashion, sport, and art [4][5].
Kendrick Lamar describes Project 3 as a way to share pgLang’s “operating system,” aiming to transform how businesses tell their stories to truly inspire culture and provide opportunities for emerging creatives [4]. This initiative builds on pgLang’s previous work with brands like Converse, Calvin Klein, and Bottega Veneta, signaling a broader vision for cultural leadership in the creative agency space [3].
While Project 3 is aimed at expanding pgLang's creative offerings for businesses, the company does not want to alienate itself from commercial business as it develops. pgLang will be the parent company of the agency, overseeing all external ventures, while Project 3 and Project 3 Agency will allow the teams to focus on other companies [6].
One of the latest projects under Project 3 is the limited-release of the Light Phone II, an unlocked, 4G LTE mobile phone with a few essential tools. The phone, which was exclusively available at pglang.com, was billed as "just a phone" [7]. The move follows pgLang's strategic approach to collaborative and culturally impactful brand building [1][2][3][4][5].
In addition to its work in the creative industry, pgLang has also produced viral campaigns for Cash App and featured billionaire investor Ray Dalio in a commercial discussing the importance of investing in oneself in 2022 [8]. The startup has already won six Cannes Lions Awards and was named Independent Agency of the Year in 2023 [9].
With Project 3, pgLang is positioning itself as a global leader in creative agency services, offering a unique blend of artistic vision and strategic business acumen.
References:
- pgLang Launches Project 3 Agency
- pgLang Announces New Creative Agency Project 3
- pgLang Launches Project 3 Agency
- pgLang's Kendrick Lamar and Dave Free Launch Project 3 Agency
- Project 3 Agency: pgLang's New Creative Venture
- pgLang's Project 3 Agency Focuses on Business Collaborations
- Light Phone II: The Simple, Distraction-Free Phone
- pgLang's Cash App Campaign Goes Viral
- pgLang Wins Six Cannes Lions Awards and Independent Agency of the Year
- The new creative agency, Project 3, launched by pgLang, aims to offer its services not only in the entertainment industry, but also in business, fashion, sport, and art, leveraging technology to build strong and inspiring brand stories for both corporate and independent entities.
- pgLang's expansion into technology sectors, evident in the release of the Light Phone II, demonstrates the agency's strategic approach to collaborative brand building, merging its artistic vision with business acumen, as it positions itself as a global leader in creative agency services.
