Kendrick Lamar's Mysterious Venture in Service to Black Creativity

Written by Alexander Ogunmola and Young Eta

In the midst of anticipation and speculation, Kendrick Lamar, the acclaimed artist, recently hinted at a mysterious new project. With a simple tweet of a graphic logo and the enigmatic word "pgLang" in March 2020, curiosity stirred among his followers. Soon after, rising artist Baby Keem and former Top Dawg Entertainment president Dave Free followed suit, unveiling similar images and links. Thus, pgLang, a new company, emerged onto the scene, captivating audiences with its unique vision and purpose.

pgLang is still in its nascent stages, but it has already garnered attention for collaborations with Hollywood stars and major fashion brands. Described as an "at service company" for artists and creators, pgLang has piqued curiosity, yet its essence remains shrouded in secrecy. Delving into the depths of available information, we begin to unravel the tapestry of pgLang, shedding light on its endeavors and what the future may hold. Here's what we know so far.

At its core, pgLang, founded by Kendrick Lamar and Dave Free, is a service company for creators. The company's mission statement declares that pgLang is "multi-lingual," with a community fluent in the languages of music, film, television, art, books, and podcasts. With a focus on storytelling that resonates with diverse nations, races, and ages, pgLang aims to create accessible and engaging stories, skillfully integrated into various media forms.

Importantly, pgLang clarifies that it is not a record label, movie studio, or publishing house. Kendrick Lamar and Dave Free's venture embodies something deeply personal, aiming to serve creators and projects that selflessly express the shared experiences connecting us all. In this era of overstimulation, pgLang prioritizes cultivating raw expression through grassroots partnerships.

The timing of pgLang's launch in 2020 is no coincidence. In their online statement, the company explains that the rapidly changing media landscape empowers audiences with unprecedented choices. In this environment, only a few contemporary creators have managed to effectively communicate with the evolving language of this generation.

pgLang strives to be artist-friendly, embracing both quality and unconventional concepts across a diverse range of creators, including authors, directors, musicians, producers, and more.

While pgLang is still in its early stages, the company has already released two captivating visuals on its website. These videos, titled "Welcome to pgLang" and "Propaganda," feature appearances from artists such as Baby Keem, Jorja Smith, Yara Shahidi, and, of course, Kendrick Lamar himself. These visuals serve as glimpses into the artistic vision and collaborative nature of pgLang.

Baby Keem, though not credited as a co-founder, has become the face of pgLang. He stars in the visuals and has released his music through the company. Kendrick Lamar and Dave Free have played significant roles in nurturing Baby Keem's creative vision, guiding him in his artistic journey.

pgLang's founders, Kendrick Lamar and Dave Free, have been relatively tight-lipped about their new venture. However, in an interview between Kendrick and Baby Keem for i-D, they shared glimpses into their vision. They emphasized the importance of shared experiences and the need for creative collaboration that transcends barriers. According to Baby Keem, pgLang represents loyalty and trust, embodying the belief in an idea from its inception to fruition.

Though the announcement of pgLang surprised many, clues about Kendrick Lamar and Dave Free's expanding endeavors were scattered throughout the years. In a 2018 interview, Dave Free expressed his interest in venturing into the film industry, signaling the desire to explore content creation beyond the boundaries of music. The intention to delve into diverse mediums had been brewing within the Top Dawg Entertainment camp for years.

pgLang represents Kendrick Lamar and Dave Free's dedication to fostering an environment that nurtures black creativity across various artistic forms. While the specifics of pgLang's future projects remain unknown, its enigmatic nature and the pedigree of its founders ignite excitement and anticipation for what lies ahead. Kendrick Lamar's words, "Selfless. Reset," encapsulate the essence of pgLang—a venture that seeks to break boundaries, create meaningful connections, and amplify underrepresented voices in the realm of creativity.