Kendrick Lamar has teamed up with longtime collaborator Dave Free to launch a brand-new creative service company called pgLang.
The pair took to their respective Instagram accounts yesterday to announce their latest project, which boasts itself as a multilingual service. “Our community speaks different languages,” a description on the company’s website reads, “and breaks formats for the curious. We are creators.” Lamar and Free also dropped a short film dubbed the “visual mission statement” to accompany the launch of pgLang.
The four-minute clip, written and directed by Free, stars rapper Baby Keem and Grown-ish actress Yara Shahidi. It opens on Keem sitting alone in an open field before Shahidi joins him to stare at the sun. They’re then transported to a distorted realm where strange figures with eyes for heads roam the streets. “When you’re identified with something that you’re not, it always leads to suffering and unhappiness,” a voice narrates. Lamar makes his cameo at the end of the clip alongside a brief appearance from Jorja Smith. An unreleased Keem song titled “Jump 2” soundtracks the short film, as Hypebeast noted.
It’s currently unclear what pgLang is set out to offer, however, in a press statement the company said that it is “not a ‘record label,’ a ‘movie studio,’ or a ‘publishing house.’” “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,” the statement adds. The company’s website also mentions that it is focused on “music, film, television, art, books and podcasts.”
The announcement of pgLang comes after Free left his position as co-president at Top Dawg Entertainment last November to pursue other projects. He assumed his role at TDE in 2007 alongside rapper-producer Punch.