Kendrick Lamar and his partner Dave Free started pgLang in 2020 as a company for creative projects. At first, they worked on their own projects like music videos, concerts, and brand deals with Cash App and Chanel. They did not have the tools to work with many clients.
Now, five years later, pgLang is growing. They launched Project 3, a new part of the company that helps other businesses with creative work. Under Project 3, there is Project 3 Agency, a full-service agency that offers creative direction, content creation, production, and brand design.
Project 3 Agency grew stronger after pgLang bought Frosty, an international creative studio they worked with before.
Dave Free says they want to build a strong company that lasts a long time. They want to help brands tell their real stories and find their true purpose. Cornell Brown, a pgLang executive, says many brands need help with their storytelling to connect better with people.
pgLang has won six Cannes Lions Awards, including Independent Agency of the Year in 2023. Now, Project 3 Agency will focus on working with companies to help them grow with purpose and quality, not just fast growth.
Free says they want to help brands succeed for the long term, not just the next few months. The agency aims to create work that becomes a reference for many years.
pgLang plans to grow slowly and carefully, giving each new project its own space. Project 3 Agency is the start of this new chapter.
