Kendrick Lamar’s production company pgLang just announced the launch of Project 3, its own creative agency.
Kendrick and his longtime creative partner Dave Free launched pgLang back in 2020, an “at service company” for creatives. But, the team backtracked as they didn’t have the support to accommodate en masse. They started out by producing Kendrick’s internal projects, like his music videos and live performances, and his brand work with Chanel, Calvin Klein, and more.
Five years ago, pgLang didn’t have the capacity for external projects. Today, it does. Project 3 Agency is a full-service agency that provides creative direction, brand design, strategy, content creation, event planning and production services. It’s “an initiative designed to expand creative resources for both corporate and independent businesses”, according to its website.
“We see brands now, and one mistake can have you questioning your existence or the audience questioning your purpose,” an executive at pgLang and Project 3 Cornell Brown 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.”
In the same Fast Company interview, co-founder of pgLang and Project 3, Dave Free added: “We were seeing companies we admired, but the storytelling was lackluster. And a lot of it is because the agency motto became a turnover business of more, more, more. 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.”
Project 3 has just teased its work on its new IG account, with a snappy short film starring The Bear actor Lionel Boyce and The Studio’s Chase Sui Wonders, in which a mysterious telephone number is revealed. Has anyone called the number?
Kendrick’s not the only artist to have a creative side hustle. A$AP Rocky has AWGE, his creative agency, record label, and clothing label (founded in 2014), Pharrell has a dozen side projects on top of being creative director at LV. Playboi Carti’s record label Opium and Travis Scott’s creative studio Cactus Jack are also worth a mention. It’s not a new concept for a rapper to have a solid side gig, but Kendrick comes with purpose. His team’s clear vision and skillset is guaranteed to bring voice and value to the commercial and creative world.
Check out project3.agency
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