Kendrick Lamar and Dave Free Launch Mysterious At Service Company pgLang

The experiential company will partner with artists, creatives and more.

Kendrick Lamar, an artist who doesn’t really update his social media posted a bunch of photos on Instagram featuring graphics and logos for pgLang his new company.

pgLang is an at service company also created by Dave Free. The images Lamar shared were accompanied by a link to the main website for the brand. Once you reach the landing page, you’re able to see the company mission statement in addition to a video written and directed by Free featuring Baby Keem, Jorja Smith and Yara Shahidi. Kendrick also appears in the clip.

The mission statement on the site reads: “Our community speaks different languages and breaks formats for the curious” after the text-heavy graphic is wiped out. Once you click on this section of the site more words disappear and reappear. Methods of communication that will be important for the company are listed as music, film, television, art, books, and podcasts. The brand aims to do so by working to “build stories that are equally accessible and engaging, then fitting them within the best media.”

Complex received a statement from the company that reads:

“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.”

The statement also highlights that Free and Lamar are seeking to empower audiences with choices that didn’t exist prior to pgLang. The company was distinctly designed to be “artist-friendly” and “embrace both quality and unconventional concepts.” Creators such as authors, film and television directors, fine artists, producers, musicians and more are the key individuals who will work hand in hand with pgLang.

Baby Keem is the first artist pgLang will be partnering with. On their partnership, the rapper 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.” He also stated, “This is how my mind stays fresh, by letting myself have my astronaut ideas and developing them even though it might confuse anyone else.”

The launch of pgLaunch also features a merch drop online featuring T-shirts and a hoodie.