Music artist Kendrick Lamar establishes personal creative company
Project 3: Kendrick Lamar and Dave Free's Global Creative Agency Unveiled
In a significant move, Kendrick Lamar and Dave Free, the dynamic duo behind pgLang, have launched Project 3 - a new global creative agency. Established in 2025, Project 3 is a natural progression for pgLang, which was founded in 2020.
Named after the three core components of storytelling - the beginning, middle, and end - Project 3 focuses on building brands for both corporate and independent businesses. Operating as a full-service creative agency, it offers services ranging from creative direction and content creation to production, brand design, and strategy.
The agency's inception marks a shift in pgLang's creative vision, moving from a production company to a broader creative agency ecosystem. This expansion allows the collective to take their creative instincts to outside clients in various sectors, including sport, fashion, and tech.
The genesis of Project 3 can be traced back to pgLang's acquisition of Frosty, an international creative studio known for its cinematic storytelling. With a team of 30 global members, the combined team of Project 3 spans continents.
In an email statement, Kendrick Lamar expressed his excitement about Project 3, stating that it will help brands tell stories that "move and inspire culture" while opening doors for emerging talent. The agency promises the agility of a boutique with the reach of a network, aiming to build foundational, long-term structures for businesses by collaborating closely with clients in a way that balances commercial work and creative learning.
Since its inception, pgLang has already worked on projects such as Converse videos, Louis Vuitton shows, and a Chanel campaign. With Project 3, the duo aims to continue serving diverse and boundary-pushing communities, integrating storytelling and brand-building expertise.
Dave Free, a longtime collaborator of Kendrick Lamar, is also involved in Project 3. The agency is a testament to their shared vision of creating a platform that empowers artists and businesses to tell compelling stories that resonate with audiences worldwide.
The new global creative agency, Project 3, established by Kendrick Lamar and Dave Free, offers services to businesses not only within the music industry but also extends to finance, entertainment, and other sectors such as sport and tech. With a team of 30 global members, Project 3 plans to build foundational, long-term structures for businesses, balancing commercial work with creative learning.
