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Kendrick Lamar’s new business pgLang sprouted from the concrete

Kendrick Lamar’s latest business venture, a creative agency titled ‘pgLang,’ encompasses everything Kendrick himself is about. A shroud of mystery, a touch of innovation, and a strong sense of community.

Maintaining a low persona as a top-tier celebrity is of paramount importance. Obviously, everyone has free will and choices to make. But, for elite artists like Jay-Z and Kendrick Lamar, it becomes essential to move in silence for livelihood’s sake within the information age.

Given the fact that information is so readily available based upon a few Google deep dives, why would you choose to reveal more than necessary?

Kendrick has taught us a lot. Let’s dive deeper into pgLang and what has made him a perennial star and business leader.

Kendrick Lamar has always had an innovative business (and creative) mindset

Kendrick Lamar is the voice of our generation. His debut album, good kid M.A.A.D. city is an absolute classic. And it ranks with the Illmatic’s and Get Rich or Die Tryin’s when it comes its bursting upon the scene with groundbreaking purpose.

Kendrick, in business or otherwise, moves with a cloak of mystery surrounding him because he lives within his means and doesn’t make much noise. That means no fancy cars, exquisite houses, or exotic animals. It’s just business for Kendrick Lamar.

Kendrick’s latest business venture includes his high school friend and longtime manager, Dave Free. Free and Top Dawg Entertainment have a deeply rooted relationship that officially began in 2004.

Strangely enough, the time setting of G.K.M.C. derives from the year 2004 as the skits and lyrics reflect.

Dave Free went from initially handling T.D.E.’s social media presence to becoming co-president alongside Terrence Henderson Jr. (Punch) in 2007. It is Dave Free who introduced Kendrick’s music to the head of the label. This was while repairing Anthony ‘Top Dawg’ Tiffith’s laptop.

What is pgLang and who is involved?

A small while ago, Free departed from T.D.E. in favor of new beginnings. Now, pgLang is comprised of Kendrick Lamar, Dave Free, Jorja Smith, Yara Shahidi, Baby Keem & others.

It is considered a for-hire multimedia company that encourages people to live in the moment. And seek validation from within, not from outside sources such as our smartphones.

“As we grow up we begin to identify who we are from certain things – When you identify with something you are not it always leads to suffering/unhappiness.”


pgLang has proclaimed that it is NOT a record label, movie studio, or publishing house. Due to its mystique, this statement could have multiple meanings.

Regardless, Kendrick, his cousin Baby Keem, and many influential individuals have banded together to innovate in the content creation game.

pgLang is multilingual. Our community speaks music, film, television, art, books, and podcasts — because sometimes we have to use different languages to get the point of our stories across.

Stories that speak to many nations, many races, and many ages. That is why our writers, singers, directors, musicians, and producers break formats when we build ideas and make them real for the curious.

Putting round pegs through square holes is not a process, but we embrace the idea of anarchy and challenges that make us stronger. pgLang is focused on using our experiences, and nurturing our many collaborators, to build stories that are equally accessible and engaging then fitting them within the best media.

pgLang (before redaction)

pgLang’s first collaboration is with Calvin Klein. And the agency has already dropped a lot of content surrounding the fashion brand.

pgLang prides itself on innovation, execution, organic surprises… a selfless reset. And treating life as an unlimited playground.