Kendrick Lamar Launches Mysterious New Creative Service Company

pgLang isn’t a record label. It isn’t a publish house, either. Instead, Kendrick Lamar‘s mysterious new endeavor aims to tell stories through unconventional means and exciting new voices as an artist friendly outlet. Earlier today the Top Dawg Entertainment rapper announced his new imprint pgLang through a four-minute visual mission statement featuring Baby Keem and Jorja Smith. The video, written and directed by Kendrick’s pgLang partner Dave Free, also utilizes an unreleased Keem song titled “Jump 2” throughout the project. So if it isn’t a creative studio or agency, and won’t identify as a management company or a label, then what exactly are the goals of pgLang? Here’s what the team announced upon its public unveiling:

“As of 9:01AM Pacific Time today, March 5, 2020, pgLang is live. Created by Kendrick Lamar and Dave Free, this is a new multi-lingual, at service company. It is not a “record label”, a “movie studio”, or a “publishing house.” This is something new.

Lamar and Free’s new purpose at pgLang embodies something deeply personal to them. pgLang is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all. “In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships,” says co-founder Free. Lamar simply says “Selfless. Reset.”

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. 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.

Baby Keem, artist one partnering with pgLang, says, “Astronaut ideas. That is what I call the shit that I know I want but that stand alone. You know? Like, not everything has to ‘make sense’ to me in a rational way. This is how my mind stays fresh, by letting myself have my astronaut ideas and developing them even though it might confuse anyone else.”

Welcome to pgLang. https://t.co/IucgqwEiG0 pic.twitter.com/pooIBPEWl0

— Kendrick Lamar (@kendricklamar) March 5, 2020

Kendrick and company also unveiled the pgLang’s logos via social media to coincide with new merch on their official wesbite. Baby Keem has been linked to the TDE camp since he burst onto the scene last year with his debut project DIE FOR MY BITCH that offered hit singles in “Honest,” “Orange Soda” and “MOSH PIT”. His carefully crafted and somewhat mysterious persona was amplified by manager and industry insider Brock “Brocky Marciano” Korsan.

https://t.co/IucgqwEiG0 pic.twitter.com/VFk7glme1N

— Kendrick Lamar (@kendricklamar) March 5, 2020

The pgLang team continued with their mission statement:

“pgLang is multilingual. Our community speaks music, film, television, art, books, and podcasts — because sometimes we have to use different languages to get the point of our stories across. Stories that speak to many nations, many races, and many ages. That is why our writers, singers, directors, musicians, and producers break formats when we build ideas and make them real for the curious.

Putting round pegs through square holes is not a process, but we embrace the idea of anarchy and challenges that make us stronger. pgLang is focused on using our experiences, and nurturing our many collaborators, to build stories that are equally accessible and engaging then fitting them within the best media.”

Stay tuned for more updates on Kendrick Lamar’s new venture. In more music news, Megan Thee Stallion announced her new album SUGA would be releasing this weekend just days after launching a new lawsuit against her label.