Latest news with #pgLang
Hypebeast
31-07-2025
- Business
- Hypebeast
Kendrick Lamar's pgLang Launches Global Creative Agency: Project 3 Agency
Summary Kendrick LamarandDave Free'spgLangproduction company is taking its creative vision to the next level, formally lifting the veil on its global creative agency, Project 3 Agency. Since pgLang's founding in 2020 as an 'at-service' company for creatives, its influence has only grown in scope, though its underlying ethos remains unwavering – a 'community [that] speaks different languages, and breaks formats for the curious,' – guiding the groundwork for Project 3. pgLang's new creative endeavor was revealed to the masses in an Instagram post, with the caption 'That's not this generation's type of fish,' and a link to the agency's official website, which, at the moment, just houses the below video A press release from Lede outlines the endeavor clearly, defining it as 'a new venture within the pgLang ecosystem, designed to expand creative resources for both corporate and independent businesses.' 'When pgLang launched in March 2020, we introduced ourselves with the phrase 'an at-service company.' Inquiries quickly followed, but we soon realized that we couldn't extend our services broadly, leading us to focus on building our infrastructure. Now, five years later, we are finally ready to share our knowledge, experience, and resources with others,' the press release contextualizes. Q: How is it different from pgLang?A: Project 3 is focused on building brands externally. Q: Why the name?A: The name Project 3 represents three pillars of storytelling: the beginning, the middle, and the end. Q: What kind of ventures does Project 3 undertake?A: The first initiative will be a full-service agency, Project 3 Agency. Q: What services does Project 3 Agency offer?A: Project 3 Agency provides creative direction, brand design, strategy, content creation, event planning, and production services. Q: Who is behind Project 3 Agency?A: It is the result of a successful acquisition of Frosty by pgLang, after five years of close collaboration on numerous projects. The agency operates with a global team of 30 members. Stay tuned for more information on Project 3 as it becomes available, and visit its officialwebsite, now live.
Fast Company
31-07-2025
- Business
- Fast Company
Kendrick Lamar's pgLang launches a new creative agency
When Kendrick Lamar and his longtime creative and business partner Dave Free launched pgLang in 2020, it was under the banner of an 'at service company' for creatives. It was an enticing, if somewhat mysterious, modus operandi that led to inquiries in droves. However, the pgLang team quickly realized they didn't have the infrastructure to offer their services broadly. In the beginning, there were more internal projects including producing Lamar's music videos and concerts, as well as a smattering of brand work with the likes of Cash App, Chanel, Calvin Klein, and Gatorade. But they didn't have the bandwidth to operate at scale. Five years later, they do. Project 3 is a new venture within pgLang designed to expand creative resources for businesses. And under the umbrella of Project 3, sits Project 3 Agency, a full-service agency providing creative direction, content creation, production services, brand design and strategy. The creation of Project 3 Agency was powered in large part from the acquisition of international creative studio Frosty, a frequent collaborator of pgLang's over the years. 'For us, it was like, how do we build foundational structures for the business so [we] can last longterm versus trying to do too much at once and being bogged down,' says Free, cofounder of pgLang, on the five-year road to Project 3. 'And as we developed [pgLang], we didn't want to alienate ourselves from commercial business. We wanted to figure out a way to walk hand-in-hand with these companies and give them information, but also learn as we're working with these companies.' To be sure, pgLang has already been producing work for brands. In fact, they scooped six Cannes Lions Awards, including Independent Agency of the Year, in 2023. While pgLang can be considered the parent company overseeing and aligning all external ventures under a unified vision, the creation of Project 3 and Project 3 Agency allows the teams to direct their focus solely toward other companies. And in those efforts, they feel uniquely positioned to fill a void in the creative agency industry. 'We see brands now, and one mistake can have you questioning your existence or the audience questioning your purpose,' says Cornell Brown, an executive at pgLang and Project 3. '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.' Both Free and Brown see Project 3's superpower in helping brands rediscover or, in some instances find for the first time, their true story and purpose. That ethos is baked into the name of the company as Project 3 is a nod to the three pillars of storytelling: the beginning, middle, and end. 'Brands who will utilize us best are gonna be the ones who aren't coming for a one-off campaign,' Brown says. 'They're coming to us to realign strategy and to align them with their purpose.' 'We were seeing companies we admired, but the storytelling was lackluster,' Free adds. '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.' Free notes there's no desire for 'infinite growth' with Project 3. He wants the company to scale, but at a pace that puts quality well over quantity to ensure the work aligns with their 'purpose and integrity.' 'That's gonna be the marker of how successful this can be because I just don't see us doing anything with anyone,' Free says. 'We are definitely going for a more premium approach.' The goal, as Free explains, is to give brands a foundation for longterm success. 'When I look at a brand, I'm not thinking about how to get them to the next quarter,' he says. 'I'm thinking about how to get them to the next 10 years. I'm trying to make the best thing that they've had that becomes reference material for all the companies.' When pgLang launched in 2020, it was very clear there was a desire to have roots across the creative spectrum. 'We're going to touch every facet of culture,' Free says. They're starting with Project 3 to build up the commercial side of their business, and to learn from the brands they work with (how they function, why they make the decisions they do, etc.) which can inform other aspects of where pgLang will expand next—the graphic above providing perhaps a hint of at least how many areas pgLang and Project 3 may go into. 'We know the trajectory,' Free says of 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.'
Business of Fashion
31-07-2025
- Business
- Business of Fashion
Kendrick Lamar Launches Creative Agency
Kendrick Lamar is launching his own creative agency. Called Project 3, it's a new arm of his company pgLang, which focuses on video and music production. The new venture will offer services including creative direction, content creation, brand design, strategy, event planning and production to businesses in a wide range of areas, from fashion to sport to art. Its creation is the result of pgLang's acquisition of its longtime collaborator Frosty, a Canada-based creative studio. The launch comes five years after pgLang's own debut in 2020; the plan for the company, which was co-founded by Lamar and his longtime creative partner Dave Free, was always to offer creative services externally. It's collaborated with brands including Converse, Louis Vuitton and Chanel on short videos and fashion show production. 'We've spent years building the foundation at pgLang. Now, Project 3 Agency represents our commitment to sharing that operating system — transforming how businesses tell their stories and ensuring their message doesn't just reach an audience, but truly moves and inspires culture, all while providing new opportunities for the young creatives inspiring us,' Lamar told The Business of Fashion via email. In its previous iteration as Frosty, Project 3 has produced campaigns for the likes of Burberry, Prada, Everlane and The Beatles, often grounded in storytelling and narrative. Founded in 2019, it first collaborated with pgLang on a campaign for Calvin Klein. Since then, the two have worked together on campaigns for companies including Jordan Brand, Cash App and Amazon Music. Frosty founders Greg Stogdon and J.D. Ostrow will remain on board as executives of Project 3, which employs a team of 30 globally. Working with pgLang 'always felt different,' said Stogdon via email. 'Whether we were collaborating openly or in the background, their perspective brought out the most creatively rewarding work. They don't just see things differently, they've built a network of creatives who care deeply about raising the bar. As pgLang brings those strengths to Project 3 Agency, Frosty contributes with a team of brilliant and kind people who know how to run an agency with the same high standards, ambition, and originality.' To introduce Project 3, pgLang has released a short film, directed by Jack Begert. The author has shared a YouTube video. You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future.
Yahoo
11-06-2025
- Entertainment
- Yahoo
DJ Akademiks Denies Taking Payola From Drake During Kendrick Battle
DJ Akademiks denied taking payola from Drake in exchange for favorable opinions on his media platforms. During a recent livestream, the popular rap media personality said he had a conversation with pgLang co-founder Dave Free when he attended a Grand National Tour stop about the integrity of his coverage during the Drake and Kendrick Lamar battle. More from Billboard Jewish Groups Withdraw From 2025 San Diego Pride Festival Over Kehlani's Support For Palestine Elizabeth Hurley Gushes About Being 'In Love' in Birthday Suit Picture Amid Billy Ray Cyrus Romance Jin Says He'd Love to Collab With Bruno Mars in Puppy Interview 'Dave Free had a moment — he asked me — he said, 'Ak, what are you getting from this?' He says, 'Is he paying you,'' Akademiks said, allegedly that Free asked him about taking money from the Toronto rapper. 'And that was the most insulting thing — and I've had conversations with these men for a while — but the very idea that I was like a purchasable commodity was so disgusting,' he revealed. Ak then went on to say that he told Free that he was already popular before the beef reached a boiling point last spring. 'I reminded him,' he began. 'I said, 'You know I've been doing this for over 10 years. I've been doing this for over 15 years. How did you think I became me?' I said, 'You knew about me before this sh—t… Did you think I was a cheap h— that just could be bought?'' He added, 'That was the most insulting thing I could have heard. Because his idea was, 'Well if you're not getting paid by this guy, if Drake ain't paying you, why do you lean that much in that direction?' The people who I've defended the most I've never gotten paid from.' He did admit that his favorable coverage has benefited certain artists he likes, but reiterated that he doesn't take money, saying, 'Now, has my platform benefited them? Yeah, of course. But, again, we don't do pay-for-play. You can't buy my opinion. I've always said, 'The moment you could buy my opinion, I don't matter.'' Ak continued by also admitting that he was biased during the back-and-forth because Drake is his favorite rapper and because Kendrick's team cut off communication with him. 'Throughout the battle, we probably definitely came off very biased,' he said. 'Not only because I like Drake and he's my favorite rapper… but you guys lost communications with us at that time because if you chose not to involve yourself in clarifying the narrative, the narrative gets written without you. It always happens like that. I'm in the media, I know how it goes.' Billboard reached out to reps for pgLang for additional comment. You can watch the full stream here. Best of Billboard Chart Rewind: In 1989, New Kids on the Block Were 'Hangin' Tough' at No. 1 Janet Jackson's Biggest Billboard Hot 100 Hits H.E.R. & Chris Brown 'Come Through' to No. 1 on Adult R&B Airplay Chart
Yahoo
11-06-2025
- Entertainment
- Yahoo
Kendrick Lamar's ‘Peekaboo' Is Record-Tying Fourth ‘GNX' No. 1 on Rhythmic Airplay Chart
Kendrick Lamar writes another winning chapter to his GNX era as the album becomes only the third project with four No. 1 hits on Billboard's Rhythmic Airplay chart. The set finds its fourth leader on the chart dated May 31, as 'Peekaboo,' featuring AzChike, jumps from No. 4. With the quartet, GNX ties Doja Cat's Planet Her and SZA's SOS (inclusive of its standard and deluxe LANA editions) for the most champs in the chart's 32-year history. 'Peekaboo,' released and promoted through pgLang/Interscope/ICLG, ascends as the most-played song on U.S. panel-contributing rhythmic radio stations in the tracking week of May 16-22, according to Luminate, improving 19% in plays at the format compared with the prior week. Thanks to the surge, 'Peekaboo' wins the Greatest Gainer award, given each week to the song with the largest increase in play count. More from Billboard AzChike Says Kendrick Lamar Already Had Him in Mind for 'Peekaboo' Feature Shaun Cassidy Gets Ready for the Longest Tour of His 45-Year Career: 'I Felt the Need to Connect with People' 'Luther' Ties 'Not Like Us' for Most Weeks at No. 1 on Hot R&B/Hip-Hop Songs Chart The new champ takes over from Drake's 'Nokia,' which ruled the ranking for the last two frames. The Lamar-Drake exchange wraps a photo finish between the two rivals, whose feud ignited into one of the defining pop-culture storylines of 2024. 'Nokia' slides to No. 2 with an 8% decrease in plays during the tracking week. With 'Peekaboo,' Lamar achieves his 11th No. 1 on Rhythmic Airplay, six of which have arrived in the last year. Here's a review of his radio-ruling collection: 'Humble.,' three weeks at No. 1, beginning June 6, 2017'Loyalty.,' feat. Rihanna; one, Sept. 30, 2017'Love.,' feat. Zacari; one, Dec. 30, 2017'Pray for Me,' with The Weeknd; two, April 18, 2018'Like That,' with Future and Metro Boomin; four, May 18, 2024'Not Like Us,' 12, June 15, 2024'Squabble Up,' two, Jan. 18, 2025'TV Off,' feat. Lefty Gunplay; four, Feb. 8, 2025'Luther,' with SZA, one, March 1, 2025'30 for 30,' with SZA, two, March 8, 2025'Peekaboo,' feat. AzChike, one (to date), May 31, 2025 Featured artist AzChike, meanwhile, captures his first Rhythmic Airplay No. 1 with 'Peekaboo,' likewise his first entry on the list. As mentioned, 'Peekaboo' joins 'Squabble Up,' 'TV Off' and 'Luther' for a record-tying four Rhythmic Airplay No. 1s from Lamar's GNX album. The set matches the counts of: Doja Cat's Planet Her – 'Kiss Me More' (feat. SZA), 'You Right' (with The Weeknd), 'Need to Know' and 'Woman' in 2021-22 SZA's SOS – 'Kill Bill,' 'Snooze,' 'Saturn' and '30 for 30' (with Lamar) in 2023-25. The former pair are from the standard SOS, with the latter added through its deluxe LANA edition. Best of Billboard Chart Rewind: In 1989, New Kids on the Block Were 'Hangin' Tough' at No. 1 Four Decades of 'Madonna': A Look Back at the Queen of Pop's Debut Album on the Charts Chart Rewind: In 1990, Madonna Was in 'Vogue' Atop the Hot 100
