Today (5 March), Kendrick Lamar finally broke his silence on socials to launch his new at service company with Dave Free called pgLang.
Lamar shared thee Instagram posts with logos for the new company, and linked to the website in the caption.
The site has a four-and-a-half-minute video written and directed by Dave Free, and executive produced by Lamar, and stars Jorja Smith, Baby Keem, Yara Shahidi, and Kendrick Lamar.
pgLang's launch video also includes some new songs - the opening track is called "Jump 2" and is produced by Hykeem Carter and Nick Dean, while the end title music is written and performed by Florence Welch and Kamasi Washington.
The pgLang site includes a mission statement that's largely blocked out and very briefly uncovers when you click the hidden text. While the majority of the text is still hidden, the mission statement reads: "Our community speaks different languages and breaks formats for the curious. We are creators."
Justin Hunte has explained the company in more detail in the Twitter thread below. Visit pg-lang.com for more information.
pgLang is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect usl. In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships,” says co-founder Free. Lamar says “Selfless. Reset.”— Justin L. Hunte (@TheCompanyMan) March 5, 2020
Baby Keem, artist one partnering with pgLang, says, “Astronaut ideas. That is what I call the shit that I know I want but that stand alone. You know? Like, not everything has to ‘make sense’ to me in a rational way. This is how my mind stays fresh...”— Justin L. Hunte (@TheCompanyMan) March 5, 2020