Rapper Kendrick Lamar has a new creative
agency: Project 3.
Its focus is brand design, content creation, strategy and creative direction. The new agency is part of pgLang, the production company Lamar and partner Dave Free launched in
2020.
The Project 3 teaser video is here.
Lamar's record label and music videos are produced by pgLang. In addition, it has partnered with Calvin Klein and Chanel. Its most recent ad work is Lamar's half-time Super Bowl performance this
year.
An executive from pgLang told Fast Company: “We have tentacles in so many places: touring, music, when we’re creating merch, when we’re creating art
– we have so many inputs that there’s a confidence that comes from seeing all of that around you.”
Free added: “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.”
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