Kendrick Lamar is working on a mysterious new project. In March 2020, he tweeted a graphic logo and the word “pgLang,” with no explanation. Then he followed that up with a short teaser, along with a link to a professional website. Minutes later, rising artist Baby Keem and former Top Dawg Entertainment president Dave Free followed suit, sharing similar images and links. That’s how most of us were introduced to the new company pgLang.
The company is still in its infancy, but it has already managed to collaborate with Hollywood stars and major fashion brands. pgLang, which is being described as “an at service company” for artists and creators, is getting a lot of buzz, but we still don’t know much about it. After a little digging, though, we were able to get a better grasp at what the company has done so far and what we should expect in the future. Everything you need to know about pgLang so far is below.
What is pgLang?
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Founded by Kendrick Lamar and Dave Free, pgLang is a service company for creators. “PgLang is multi-lingual,” the company’s mission statement reads. “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.” The statement says the company is focused on using the experiences of its many collaborators “to build stories that are equally accessible and engaging, then fitting them within the best media.” In a statement shared on launch day, pgLang clarified that it is not a record label, movie studio, or publishing house. The statement went on to say, “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.” Dave Free added, “In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships.” On launch day, Kendrick Lamar’s only words about the project were the following: “Selfless. Reset.”
Why is it launching now?
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While they’ve been cryptic about most things, pgLang has provided an explanation about why it launched in 2020. “This is happening now because the media landscape is rapidly changing, empowering audiences with choices like never before,” their online statement reads. “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.”
Has pgLang released anything yet?
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Yes. There are two videos available on pgLang’s website right now. The first visual, titled “Welcome to pgLang,” includes appearances from Baby Keem, Jorja Smith, Yara Shahidi, and Kendrick Lamar. The video begins with Baby Keem looking up at the sun while sitting in a grassy area. Yara Shahidi appears, and the two engage in a conversation about gazing at the sun for too long. Later, Kendrick Lamar and Jorja Smith make cameos. The second video, “Propaganda,” stars Baby Keem and includes short clips from 2019 concerts. In addition to the visuals that are on the company website, pgLang has also shared more visual content on its Instagram page. The most recent visual, posted on January 13, appears to be in collaboration with Calvin Klein. The promotional video depicts model Mecca Allah walking up a spiral staircase. Their Instagram page suggests there will be seven videos in total, featuring Mecca Allah, Baby Keem, Travis Bennett, Ryan Destiny, Keith Powers, Amber Wagner, Brent Faiyaz, Exavier, and more. They will begin rolling out on Jan. 14, 2021. The company has also released merch, but it was sold out shortly after being posted. There are still some pgLang hoodies available for purchase on eBay, but it is expected that more pieces will be sold online at a later date. They have also released music from Baby Keem (more on that below).
Who has been involved so far?
What is Baby Keem’s role?
![Baby Keem isn’t credited as a co-founder of pgLang, but he has been a face of the brand. Keem has starred in all of the visuals for the company so far, and he’s the first solo artist who has shared his own music through the company. Both of his 2020 singles “hooligan” and “sons & critics freestyle” were released under pgLang in September 2020. He has also spoken about his involvement with the company and his relationships with Dave Free and Kendrick (who is rumored to be his cousin). In June 2020, he told Crack Magazine that Kendrick and Free were helping a lot with his creative vision. “[They are helping with] everything. Me as a whole, Baby the artist, Hykeem Carter. Everything, every aspect,” he said. “They’re my guys, that’s my team. That’s my life.”
In pgLang’s launch day statement, Keem also said, “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.”](https://img.youtube.com/vi/UOrv5ZSbTIY/mqdefault.jpg)
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Baby Keem isn’t credited as a co-founder of pgLang, but he has been a face of the brand. Keem has starred in all of the visuals for the company so far, and he’s the first solo artist who has shared his own music through the company. Both of his 2020 singles “hooligan” and “sons & critics freestyle” were released under pgLang in September 2020. He has also spoken about his involvement with the company and his relationships with Dave Free and Kendrick (who is rumored to be his cousin). In June 2020, he told Crack Magazine that Kendrick and Free were helping a lot with his creative vision. “[They are helping with] everything. Me as a whole, Baby the artist, Hykeem Carter. Everything, every aspect,” he said. “They’re my guys, that’s my team. That’s my life.”
In pgLang’s launch day statement, Keem also said, “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.”
What have its founders said about pgLang so far?
Did anyone see this coming?
