Kendrick Lamar and former Top Dawg Entertainment co-president Dave Free have launched a new endeavor, pgLang. The announcement reads:

Created by Kendrick Lamar and Dave Free, this is a new multi-lingual, at service company. It is not a “record label”, a “movie studio”, or a “publishing house.” This is something new.

Lamar and Free’s new purpose at pgLang embodies something deeply personal to them. pgLang is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all. “In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships,” says co-founder Free. Lamar simply says “Selfless. Reset.”

This is happening now because the media landscape is rapidly changing, empowering audiences with choices like never before. Only a few contemporary creators have figured out how to speak the evolving language of this generation without fading into the white noise or pre-assigned market share. pgLang is designed to be artist-friendly above all else and embrace both quality and unconventional concepts. This ethos will be applied to an array of creators who will join pgLang, including authors, film and television directors, fine artists, producers, musicians, and blah, blah, blah... you have all heard this shit before.

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, by letting myself have my astronaut ideas and developing them even though it might confuse anyone else.”

Along with the launch, they released a video starring Kendrick and Baby Keem alongside Jorja Smith and Yara Shahidi, and featuring music by Kendrick, as well as opening music by Hykeem Carter and end title music by Florence Welch and Kamasi Washington.

Watch the full video and check out pgLang merch at their website, and see a teaser video below.

Kendrick also has a few live dates coming up, and apparently his new album is due this year. Stay tuned.

VIDEO CREDITS

Cast
Baby Keem
Yara Shahidi
Kendrick Lamar
Jorja Smith

Opening Music
“Jump 2”
Production by Hykeem Carter and Nick Dean
Written by Hykeem Carter

End Title Music
Written by Florence Welch and Kamasi Washington
Universal Music Publishing Ltd. on behalf of Florence + The Machine Ltd
Kamasi Music – ASCAP – administered by Words and Music Worldwide, a division of Big Deal Music, LLC