Hip-hop performer Kendrick Lamar partners with Dave Free to establish a fresh creative agency.
Kendrick Lamar and Dave Free Launch Global Creative Agency, Project 3
Hip-hop artist Kendrick Lamar and his partner Dave Free have taken a significant step forward in their careers with the launch of Project 3, a new global creative agency under their collective, pgLang. The agency focuses on building external brands and expanding creative resources for both corporate and independent businesses.
Project 3 offers services including creative direction, brand design, strategy, content creation, and production services. This strategic expansion of pgLang builds on its prior collaborations with notable brands like Converse, Calvin Klein, and Bottega Veneta, indicating an ambition for broader creative and cultural leadership in the industry.
The launch of Project 3 represents a new level in the careers of Lamar and Free. The agency is a result of their desire to work hand-in-hand with commercial businesses, providing information and learning from them simultaneously.
The creation of Project 3 follows pgLang’s acquisition of the international creative studio Frosty, which has long collaborated with Lamar and Free. Greg Stogdon and J.D. Ostrow founded Frosty, and the global team of 30 members will support Project 3 Agency's growth by laying foundational structures to ensure longevity and sustainable expansion without overextending their capabilities.
Project 3 derives its name from the basic foundations of storytelling: the beginning, the middle, and the end. The agency is poised to make its mark in the industry, much like Lamar's iconic Super Bowl 59 performance, where he wore a custom, blue Martine Rose leather jacket with "pgLang" embroidered across the back.
The Super Bowl 59 performance, one of pgLang's most recognized works, included hits and deep cuts such as "Humble," "DNA," "squabble up," and "Not Like Us." Special guests during the performance included Samuel L. Jackson, SZA, Grammy Award-winning producer Mustard, and Serena Williams.
Fast Company described Project 3 Agency as a new venture, and a Project 3 teaser video is available for viewing online. The agency is set to expand creative resources for a diverse range of clients, marking pgLang's commitment to evolving as a global creative ecosystem that supports diverse creative visions while partnering closely with both commercial and independent ventures.
[1] pgLang Launches Project 3, a Full-Service Agency
[2] pgLang Acquires International Creative Studio Frosty for Project 3 Agency Growth
[1] With the launch of Project 3, pgLang ventures into the world of finance, aiming to provide comprehensive creative solutions for businesses in various sectors, including entertainment, music, and beyond.
[2] The strategic acquisition of international creative studio Frosty by pgLang has solidified the foundation for Project 3's growth, enabling the agency to offer a wide range of creative services to corporate and independent businesses.
