Pulitzer Prize-winning artist and entrepreneur Kendrick Lamar, alongside his longtime creative partner Dave Free, has officially launched Project 3, a new multidisciplinary creative agency. The venture operates as an extension of their existing company, pgLang, further solidifying their commitment to innovative storytelling and artistic expression.
Project 3 is positioned as a full-service agency, offering a comprehensive suite of creative solutions including brand design and strategy, creative direction, content creation, and event production.
The agency aims to serve a diverse clientele, from established global brands to independent creators, providing them with the unique and compelling narrative-driven approach that has become synonymous with Lamar and Free’s work.
Kendrick Lamar and Dave Free are a match made in hip hop heaven
The new agency is a formalization of the creative services that pgLang has been providing since its inception in 2020. The duo’s impressive portfolio, which now falls under the Project 3 umbrella, includes acclaimed campaigns and collaborations with major brands such as Chanel, Calvin Klein, and Converse. The visually stunning music videos for Lamar’s own projects, as well as for artists like his cousin Baby Keem, also showcase the depth of their creative capabilities.
In a statement, Dave Free explained that the launch of Project 3 is a natural progression, allowing them to extend their creative resources and expertise to a wider array of partners. The name itself, “Project 3,” is said to be a nod to the three phases of a project: the idea, the execution, and the impact.
With a dedicated team and a clear vision, Project 3 is poised to become a significant force in the creative industry. By offering a platform for authentic and thought-provoking narratives, Kendrick Lamar and Dave Free are not just building a business; they are fostering a community of artists dedicated to pushing creative boundaries. This new chapter for pgLang signals a deliberate and ambitious expansion of their influential footprint at the intersection of music, art, culture, and commerce.
“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 stated.
More than just a rapper
From the streets of Compton to the hallowed halls of the Pulitzer Prize committee, Kendrick Lamar’s journey is a testament to his cultural impact that transcends the confines of music. More than just a rapper, Lamar has established himself as a defining voice of his generation, a poignant storyteller, and a powerful catalyst for social discourse. His work has not only reshaped the landscape of hip-hop but has also left an indelible mark on the broader cultural consciousness.
Lamar’s genius lies in his ability to weave intricate, multi-layered narratives that explore the complexities of the African American experience. Albums from good kid, m.A.A.d city to GNX are not mere collections of songs, but rather cinematic sonic experiences that delve into issues of systemic racism, gang violence, and personal identity with unflinching honesty. His intricate lyricism and genre-bending sound, which often incorporates elements of jazz, funk, and soul, have elevated hip-hop to new artistic heights.
Beyond the auditory, Lamar’s impact extends to the visual realm. His music videos are cinematic short films, rich with symbolism and artistic depth. His fashion choices, a seamless blend of streetwear and high fashion, have similarly influenced contemporary style. Through his art, Kendrick Lamar has not only held a mirror to society but has actively shaped its conversations, aesthetics, and understanding of the modern world.