Kendrick Lamar Launches New Creative Company 'pgLang'

It looks like Kendrick Lamar has launched a new company called pgLang.

These days, when artists wipe out their Instagram to post something new, it’s usually a rollout for the next era of music but Kendrick did something different by posting about his new venture. “It is not a ‘record label,’ a ‘movie studio,’ or a ‘publishing house.’ This is something new,” they say.

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A post shared by Kendrick Lamar (@kendricklamar) on Mar 5, 2020 at 10:04am PST

Kendrick has partnered with frequent collaborator Dave Free on the project which is being described as an “at service company.” The press release continues, “pgLang is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all.”

Baby Keem is one of the first artists to partner with the company. He also stars in the “visual statement” along with Jorja Smith, Kendrick Lamar, and Yara Shahidi. You can watch the full clip above or on the official website here. The video is directed by Dave Free while the music is written by Florence Welch and Kamasi Washington.