Together with Dave Free, Lamar launched a new company that escapes the terms “record label” and “publish house.” It was created to be sort of like an art movement, designed to tell relatable stories through unconventional means and exciting new voices as an artist-friendly outlet.
There’s also a 4-minute visual statement of the company written and directed by Dave Free which features Baby Keem and Jorja Smith. You can check it out under the article. If you still aren’t sure about the goals of pgLang, read the team’s announcement upon its public unveiling:
“As of 9:01AM Pacific Time today, March 5, 2020, pgLang is live. 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.
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.”
Kendrick and company also unveiled the pgLang’s logos via social media to coincide with new merch on their official wesbite. Check them out below as well as the Visual Mission Statement.
— Kendrick Lamar (@kendricklamar) March 5, 2020