Kendrick Lamar and Dave Free have launched a new global creative agency called Project 3 as part of their company pgLang. “It’s levels to it, you and I know.” They announced the new venture on Thursday, pushing their storytelling vision further.
Project 3 takes its name from the fundamentals of storytelling the beginning, the middle, and the end. The agency aims to build brands externally, focusing on brand strategy, creative direction, and content creation. It will serve both corporate and independent clients.
The first component under Project 3 is Project 3 Agency, described as a full‑service agency. It provides creative direction, content creation, production services, and brand design and strategy. Those services extend the capabilities of pgLang into commercial projects.
Dave Free explained: “For us, it was like: How do we build foundational structures for the business so [we] can last long term, versus trying to do too much at once and being bogged down.” He added that they didn’t want to alienate themselves from commercial business. “We wanted to figure out a way to walk hand‑in‑hand with these companies and give them information, but also learn as we’re working with [them].”
Project 3 Agency launched after pgLang acquired Frosty, an international creative studio staffed with a global team of 30. Frosty’s founders Greg Stogdon and J. D. Ostrow had worked with Lamar and Free for five years. The acquisition gave Project 3 the infrastructure to serve outside clients at scale.
PgLang first formed in 2020 as a multidisciplinary creative communications company. It earned acclaim working with clients like Chanel, Calvin Klein, Cash App, Converse, and Gatorade. Those past projects inform Project 3’s cultural and business approach.
PgLang’s most recognized work came during Kendrick Lamar’s halftime performance at Super Bowl LIX. He performed hits like “Humble,” “DNA,” “squabble up,” and “Not Like Us” alongside special guests such as Samuel L. Jackson, SZA, Mustard, and Serena Williams. He also wore a custom Martine Rose jacket embroidered with “pgLang.”
Cornell Brown, an executive at pgLang and Project 3, said the team has “tentacles in so many places: touring, music, when we’re creating merch, when we’re creating art,” giving them confidence in shaping narratives for brands.
Project 3 is positioned to redefine brand storytelling with unapologetic Black creativity and narrative depth. It builds foundational structures so Lamar and Free can support brands over the long term rather than just chase quick projects.
The agency aims to prioritise meaningful, selective partnerships rather than spread thin through every opportunity. Rather than trend chasing, they focus on emotional depth, cultural relevance, and storytelling integrity.
Project 3 marks a major evolution of pgLang’s mission. Now the duo stand ready to share their creative resources, expertise, and values with brands seeking authentic cultural storytelling grounded in music, art, community, and commerce.
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