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Frazer Harrison / Employees by way of Getty Photos
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Kendrick Lamar and Dave Free at 2025 Grammy Awards
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Key Takeaways:
- Undertaking 3 Company will supply model technique, content material manufacturing and inventive path for exterior shoppers.
- The brand new enterprise builds on pgLang’s previous work with manufacturers like Converse, Calvin Klein and Bottega Veneta.
- pgLang’s growth into company work alerts a broader imaginative and prescient for artistic and cultural management.
Kendrick Lamar and Dave Free’s pgLang is increasing. On Thursday (July 31), the corporate unveiled its latest enterprise, Undertaking 3 Company, alongside a black-and-white video on Instagram.
In line with Quick Firm, the company will supply “artistic path, content material creation, manufacturing providers, and model design and technique” for exterior manufacturers, whereas pgLang continues “overseeing and aligning all exterior ventures.” The choice to launch Undertaking 3 largely stems from Lamar and Free’s acquisition of worldwide artistic studio Frosty, who’ve collaborated carefully with the pair for a number of years.
“For us, it was like, ‘How will we construct foundational buildings for the enterprise so [we] can final long run versus making an attempt to do an excessive amount of directly and being slowed down?’” Free shared. As a substitute of distancing pgLang from industrial ventures, their aim is to “determine a approach to stroll hand in hand” and develop by expertise.
pgLang, for anybody unfamiliar, is a multidisciplinary artistic communications firm that Lamar introduced in March 2020. Outdoors of a number of the extra music-focused tasks, like dealing with govt manufacturing for Child Keem’s “household ties” and the Compton rapper’s “The Large Steppers Tour,” it’s labored with fairly a number of big-name manufacturers. Amongst that rising listing is Converse, Calvin Klein, Chanel, and extra lately, Bottega Veneta.
“We all know the trajectory,” Free informed Quick Firm concerning pgLang’s future. “However it’s going to take time, and we’re going to present each piece its personal house in its personal mild. Proper now, the company is the muse that helps set the usual for these different providers that we’re going to supply.”
As for Lamar, the 22-time Grammy Award winner is nearing the top of the European leg of his “Grand Nationwide Tour” with SZA. Notably, Undertaking 3 dealt with manufacturing for the visible companion to their present staple, “luther.”