Rabat– PgLang, Kendrick Lamar’s production company, announced the launch of its own creative agency “Project 3”.
Along with creative partner Dave Free, Lamar launched “pgLang” back in 2020, an “at service company” for creatives.
Focusing mainly on internal projects, such as producing Lamar’s music videos and concerts, and brand collaborations with Cash APP, Chanel, Calvin Klein, and Gatorade, “pgLang” quickly realized they did not have the infrastructure to offer their services broadly.
Five years later, that’s no longer the case. According to the website, “Project 3” is a full service agency that provides creative direction, brand design, strategy, content creation, event planning, and production services.
Built on the Program Language operating system, “Project 3 Agency” is the first company under “Project 3”, an initiative designed to expand creative resources for both corporate and independent businesses.
The new agency’s creation was largely backed by the acquisition of pgLang’s frequent collaborator and the international creative studio “Frosty”. The message “Frosty is now Project 3 Agency” appears now on their website.
In an interview with Fast Company, “pgLang” cofounder Free explained their foundational approach, stating, “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 as they developed, they didn’t want to alienate themselves from commercial business, but instead “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].”
Even before launching a full agency, pgLang had already been working with major brands, winning six Cannes Lions and even being named Independent Agency of the Year in 2023.
While pgLang remains the parent company, aligning external ventures under a singular vision, Project 3 allows the team to focus solely on helping other companies define theirs.
Cornell Brown, executive at both pgLang and Project 3, said that brands today are often destabilized by a single misstep, and Project 3’s strength lies in helping them rediscover their purpose.
With experience across music, touring, merch, and art, Brown believes their multi-disciplinary lens gives them a unique advantage.
Free explained that while many agencies chase endless growth, Project 3’s mission is different. “We’re not chasing more,” he said, “we’re chasing better.”
He emphasized that the agency is not looking for clients who want a one-off campaign, but those committed to long-term strategic alignment.
For Free, the goal is to help brands build lasting legacies: “I’m not thinking about how to get them to the next quarter,” he said. “I’m thinking about how to get them to the next 10 years.”
