In a significant expansion of its innovative endeavors, the renowned production powerhouse pgLang, founded by musical visionary Kendrick Lamar and his partner Dave Free, has officially unveiled its new global creative agency, named Project 3 Agency. This initiative marks a strategic progression for pgLang, which began in 2020 with a distinct 'at-service' philosophy for creative pursuits. The new agency is poised to offer a comprehensive suite of creative services, broadening its reach to assist a diverse array of corporate and independent businesses in developing and amplifying their brands.
Project 3 Agency's launch was subtly announced through an intriguing Instagram post from pgLang, accompanied by the enigmatic phrase \"That's not this generation's type of fish\" and a link to the agency's minimalist website, which currently features a compelling introductory video. This carefully curated rollout reflects pgLang's signature approach to communication and engagement.
A press release from Lede, an external communications firm, further clarified the mission of Project 3 Agency. It described the new entity as an integral part of the evolving pgLang ecosystem, specifically designed to enhance and provide expanded creative resources. These services encompass, but are not limited to, creative direction, brand design, strategic planning, content generation, event management, and full-scale production capabilities. This move formalizes and systematizes the collaborative work pgLang has undertaken over the past five years.
The agency’s establishment comes after years of intensive internal development and successful partnerships. The team at pgLang acknowledged that while inquiries for their creative services quickly followed their initial launch, they needed time to build a robust infrastructure before offering their expertise more broadly. Now, with a fully operational global team of 30 professionals, Project 3 Agency is prepared to share its extensive knowledge, practical experience, and valuable resources with external clients.
Distinguishing itself from the core pgLang operations, Project 3 Agency primarily focuses on external brand development. Its unique name, “Project 3,” symbolizes three fundamental pillars of storytelling: the beginning, the middle, and the end, emphasizing a holistic approach to narrative creation. This venture also includes the strategic acquisition of Frosty by pgLang, a partnership that has blossomed over five years of close collaboration on various projects, further solidifying the agency's foundational strength and expertise.
The introduction of Project 3 Agency signifies pgLang’s commitment to pushing the boundaries of creative expression and its readiness to apply its distinctive vision to a broader commercial landscape. This expansion is expected to bring innovative solutions to brand building, leveraging the unique artistic sensibilities and strategic acumen that have defined Kendrick Lamar and Dave Free's collaborative work.