Kendrick shared three photos and a video on his Instagram page. Showing different pgLang logos and a direct link toĀ pgLang, the website shows a video written and directed by Dave Free, who executive produced the “visual mission statement,” which boasts visual effects by way of a collaborative effort from Ethos, Andrew Finch, and Justin Johnson. The site reveals music, film, television, art, books, and podcasts as methods of communication. The company is described further as aiming to “build stories that are equally accessible and engaging, then fitting them within the best media
Here is the Mission statement:
As of 9.01am Pacific Time today, March 5th, 2020, pgLang is live. Created by Kendrick Lamar and Dave Free, this is a new multi-lingual, at service company. It is not a ārecord labelā, a āmovie studioā, or a āpublishing house.ā This is something new.
Lamar and Freeās 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 sharedĀ experiences that connect us all. āIn this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships,ā says co-founder Free. Lamar simplyĀ says āSelfless. Reset.ā
ThisĀ isĀ happeningĀ nowĀ becauseĀ theĀ mediaĀ landscapeĀ isĀ rapidlyĀ changing,Ā empowering audiences with choices like never before. Only a few contemporary creators have figuredĀ out how to speak the evolving language of this generation without fading into the white noiseĀ orĀ pre-assignedĀ marketĀ share.Ā pgLangĀ isĀ designedĀ toĀ beĀ artist-friendlyĀ aboveĀ all Ā 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, āAstronaut ideas. That is what I call the shit that I know I want but that stand alone. You know? Like, not everything has to āmake senseā 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.ā
