Hip-hop artist Kendrick Lamar, alongside his creative partner Dave Free, has reached a significant milestone with the launch of Project 3, a global creative agency. The name of the agency reflects the essential elements of storytelling: the beginning, the middle, and the end, indicating a structured approach to creative projects and brand development.
Operating under the umbrella of pgLang, the agency the duo established in 2020, Project 3 aims to enhance creative resources for both corporate and independent entities. The first branch of this initiative is Project 3 Agency, which promises to offer a comprehensive suite of services including creative direction, content creation, production, and brand strategy.
Free emphasized the importance of setting up sustainable foundational structures for businesses, aiming for long-term growth rather than overwhelming the agency with too many projects at once. He expressed a desire for a collaborative approach, whereby they not only provide businesses with insights but also gain valuable knowledge through their partnerships.
To support this new venture, pgLang has acquired Frosty, an established international creative studio founded by Greg Stogdon and J.D. Ostrow, known for their collaborative projects with pgLang over the past five years.
Project 3’s inception follows the notable acclaim received by pgLang for Kendrick Lamar’s Super Bowl halftime performance, where he showcased a mix of his popular tracks, surrounded by high-profile guests including Samuel L. Jackson, SZA, and Serena Williams.
This new venture signifies a promising development in the creative landscape, reflecting Lamar and Free’s commitment to building enduring partnerships in the business community while fostering their innovative spirit.
Overall, the establishment of Project 3 represents not just an expansion of pgLang, but also an encouraging trend of artists venturing into creative business arenas, paving the way for new collaborative opportunities and innovative brand storytelling.