Kendrick Lamar announced his creative agency, pgLang, with frequent collaborator Dave Free early last year. While the TDE emcee was very mysterious about what the company's work would entail, we just got a teaser of pgLang's first campaign with Calvin Klein.
Both pgLang and Calvin Klein announced their partnership on social media on Wednesday. The reveal also included a setlist of eight short-films by performers Mecca Allah, Baby Keem, Travis Bennett, Brent Faiyaz, Ryan Destiny, Keith Powers, Amber Wagner, and Exavier.
Following the initial announcement, pgLang released the first video of the campaign, "See U" a visual with artist Mecca Allah directed by Dave Free.
So, what is pgLang?
K. Dot unveiled pgLang in March 2020, revealing only the company's logo and website. According to pg-lang.com, pgLang is an "at service company," specializing in music, film, television, art, books, and podcasts. Their mission is to deliver "stories that speak to many nations, many races, and many ages," the website reveals, going on to add that pgLang's writers, singers, directors, musicians, and producers break formats when building ideas to make them real.
"We embrace the idea of anarchy and challenges that make us stronger," the statement continues. "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."
On pg-lang.com the company also shared its visual mission statement starring Kendrick, Baby Keem, Jorja Smith, and Yara Shahidi. The video was written and directed by Dave Free, who also executive produced with Kendrick.
Almost a year later, Kendrick Lamar's media company, pgLang, is finally ready to peel back the layers. Updates to follow.