Kendrick Lamar has joined forces with Dave Free to launch a new creative agency dubbed ‘Project 3’. Find out more below.
The new project is a creative agency born from the production company that Lamar founded back in 2020 alongside his long-time creative partner. Named pgLang, when it was first formed, the company launched as an “at service company” for creatives, but soon took a step back as it wasn’t at the point where it could accommodate a large number of customers.
It has steadily built a reputation over the years and has played a big part in producing things like K.Dot’s live performances and music videos. It has also been involved in partnerships between the rapper and designers like Calvin Klein, Chanel and more (as per Culted).
Now, five years down the line, it has developed to the point where it has introduced the new creative agency. Titled Project 3, the agency offers assistance with everything from brand design, content creation, strategy and creative direction. It also provides help with planning live events.
As per the new website, it is a self-proclaimed “initiative designed to expand creative resources for both corporate and independent businesses”.
Already, it is teasing upcoming projects on the newly launched Instagram page. In the cryptic post, a clip starring Lionel Boyce (The Bear) is shown, along with Chase Sui Wonders of The Studio. At the end, a phone number pops up. It isn’t yet clear what the project is about, but more details are expected to arrive soon.
Speaking about why now was the right time to launch Project 3, an executive from pgLang told Fast Company: “For us, there is a confidence that we can bring to this. We have tentacles in so many places: touring, music, when we’re creating merch, when we’re creating art – we have so many inputs that there’s a confidence that comes from seeing all of that around you.”
Dave Free also spoke to the outlet and revealed the direction and priorities both he and Lamar have with the new creative agency.
“We were seeing companies we admired, but the storytelling was lacklustre. And a lot of it is because the agency motto became a turnover business of more, more, more,” he shared. “Sometimes that’s great, you need that. But [the storytelling] also has to help people. It has to change the world. It has to latch onto people.”
Free also shared insight into their collective vision when launching pgLang back in 2020.
“In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships,” he explained at the time.
“This is happening now because the media landscape is rapidly changing, empowering audiences with choices like never before. Only a few contemporary creators have figured out how to speak the evolving language of this generation without fading into the white noise or pre-assigned market share.
He continued: “pgLang is designed to be artist-friendly above all else and embrace both quality and unconventional concepts. This ethos will be applied to an array of creators who will join pgLang, including authors, film and television directors, fine artists, producers, musicians, and blah, blah, blah… you have all heard this shit before.”
In other Kendrick Lamar news, the rapper made history with his Super Bowl Halftime Show at the start of 2025, being joined by SZA and hitting out at Drake and his lawsuit against Universal Music Group.
The performance of ‘Not Like Us’ at the show later caused Drake to amend the lawsuit, claiming it introduced “millions” more to the song and thereby “caused even more people to be duped into believing that Drake was a pedophile”.
He is currently in the middle of a joint ‘Grand National’ tour with SZA, which completed its North American leg last month and is currently going around Europe. It includes upcoming dates in Cardiff and London – find any remaining tickets here.
Before then, K.Dot released his latest album, ‘GNX’, last year. In a glowing five-star review, NME wrote: “Lamar channels what could be interpreted as hate and negativity into a teachable moment, leading you to draw upon the purest emotion known to man: love. In a year that started with so much venom, Kendrick Lamar shares the antidote on ‘GNX’.”
