In a move that further blurs the lines between music, art, and brand innovation, Kendrick Lamar and Dave Free—the visionary duo behind the enigmatic pgLang—have unveiled Project 3, a new global creative agency forged from the bones of the industry, not just built upon it. Officially launched under the pgLang umbrella, the agency reflects the pair’s continued dedication to pushing boundaries and redefining creative direction in contemporary culture.
The announcement came via a typically cryptic Instagram post, featuring the phrase “That’s not this generation’s type of fish,” hinting at the agency’s anti-traditional ethos and willingness to challenge dominant narratives. Project 3 intends to build brands from the ground up, guided by the narrative-forward philosophy and abstract storytelling that has defined pgLang’s identity since its inception in 2020.
Formed through the acquisition of Frosty—a longtime collaborator—Project 3 now incorporates Frosty’s team to offer full-scale creative services, including brand design, content production, event planning, and cultural strategy. This move solidifies Lamar and Free’s presence not just in music or film, but in the heart of global brand architecture and creative storytelling.
With Project 3, pgLang expands from an experimental media playground into a fully operational creative powerhouse, proving once again that for Lamar and Free, culture isn’t followed—it’s authored.
Photo: pgLang