Hip-hop musician Kendrick Lamar and partner Dave Free establish a novel creative agency.
Kendrick Lamar and Dave Free Launch Global Creative Agency Project 3
Hip-hop artist Kendrick Lamar and his partner Dave Free have taken their creative and business partnership to new heights with the launch of Project 3, a global creative agency. The new venture, which falls under their company pgLang, aims to expand creative resources for both corporate and independent businesses.
Project 3 offers a full-service agency providing creative direction, content creation, production services, brand design, strategy, and event planning. The focus is on building brands externally for both corporate and independent businesses, with a goal of long-term growth and close collaboration with companies to exchange knowledge and creatively support their projects.
The agency evolved from pgLang’s original mission and expanded by acquiring Frosty, an international creative studio with a team of 30 members. This move enables Project 3 to serve clients at scale.
The name Project 3 derives from the basic foundations of storytelling - the beginning, the middle, and the end. This approach is designed to integrate culture and commerce, aiming to serve a broad range of clients from independent artists to large corporations.
One of pgLang's most recognized works was Kendrick Lamar's halftime performance during Super Bowl 59. The event featured special guests such as Samuel L. Jackson, SZA, Grammy Award-winning producer Mustard, and Serena Williams. During his performance, Lamar wore a custom, blue Martine Rose leather jacket with "pgLang" embroidered across the back.
Project 3's launch marks a new level for Lamar and Free in their creative and business partnership. They emphasize building sustainable foundational structures that allow long-term growth without alienating commercial business. The duo aims to create foundational structures for the business to last long term, rather than trying to do too much at once and becoming bogged down.
With Project 3, Lamar and Free continue to push boundaries in the world of music, art, and business, offering a unique and comprehensive approach to brand-building and storytelling that is grounded in music, art, community, and commerce.
[1] Project 3 Official Website [2] pgLang Official Website [3] Frosty Official Website [4] Kendrick Lamar's Super Bowl 59 Performance
- The new creative agency, Project 3, established by Kendrick Lamar and Dave Free, ventures into industries beyond music, aiming to offer creative direction and brand-building services not only to independent artists but also to large corporations in finance, entertainment, and business.
- As Project 3 grows with its acquisition of Frosty, they envision a future where they can integrate culture and commerce effectively, providing comprehensive solutions for clients in various sectors, such as music, art, and finance.
