PGLang, LLC
Company typePrivate
IndustryEntertainment
FoundedMarch 5, 2020; 4 years ago (2020-03-05)
Founders
HeadquartersLos Angeles, California, U.S.
Area served
Worldwide
Products
  • Music
  • films
  • television
  • art
  • books
  • podcasts
  • clothing
Services
Owners
  • Kendrick Lamar
  • Dave Free
Websitepg-lang.com

PGLang (stylized as pgLang, an acronym for Program Language) is an American independent multidisciplinary creative communications company specializing in music and visual media production. It was founded by Kendrick Lamar and Dave Free in 2020, and is headquartered in Los Angeles. The company has won six Cannes Lions Awards, including the Special Award for Independent Agency of the Year – Craft in 2023.

History

2019–2021: Background and launch

American rapper Kendrick Lamar and American filmmaker Dave Free are creative partners who met while they were in high school.[1] They signed to independent record label Top Dawg Entertainment (TDE) in the early 2000s; Free later assumed the role as the label's co-president, while Lamar became a minority shareholder.[2] Through TDE, they formed the filmmaking duo the Little Homies and directed music videos.[3] On October 4, 2019, Rolling Stone reported that Free had departed TDE and was working independently with rapper Baby Keem.[4] Lamar later announced that he would also end his tenure with TDE through the release of his fifth studio album.[5]

Lamar and Free formally launched PGLang on March 5, 2020, which was described as a "multilingual, artist-friendly, at service company."[6] The company's mission statement reads:

PGLang is multilingual. Our community speaks music, film, television, art, books, and podcasts — because sometimes we have to use different languages to get the point of our stories across. Stories that speak to many nations, many races, and many ages. That is why our writers, singers, directors, musicians, and producers break formats when we build ideas and make them real for the curious. Putting round pegs through square holes is not a process, but we embrace the idea of anarchy and challenges that make us stronger. PGLang is focused on using our experiences, and nurturing our many collaborators, to build stories that are equally accessible and engaging then fitting them within the best media.[7]

In a separate press release, Free clarified that PGLang "is not a record label, a movie studio, or a publishing house. This is something new. In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships."[8] He considers PGLang to be a communications company, explaining: "we tell stories; we communicate between artists and establishments; we communicate that taste is interchangeable between fields."[9] Free stressed the importance of branding PGLang correctly to allow the company to be ambiguous, which gives him and Lamar "more room to grow and experiment. Creative companies haven’t really worked like this before because they usually have a specific story and aesthetic, but we are taking a different approach."[9]

On January 13, 2021, PGLang launched an advertising campaign for fashion house Calvin Klein, with a series of seven short films written and directed by Free.[10] The short films starred Baby Keem, Brent Faiyaz, and Travis Bennett, among others.[11][12] Through his joint contract with Columbia Records, Baby Keem released his debut album, The Melodic Blue, on September 10, 2021.[13][14] The album received generally positive reviews from music critics and debuted at number five on the Billboard 200.[15] Its single, "Family Ties" with Lamar, won the Grammy Award for Best Rap Performance.[16]

2022–present: Breakthrough and brand collaborations

On January 13, 2022, Deadline Hollywood reported that Lamar and Free were producing a comedy feature film through PGLang, in a partnership with South Park creators Matt Stone and Trey Parker, for Paramount Pictures.[17] The company announced the signing of rapper Tanna Leone on March 9, under the aegis of Def Jam Recordings.[18] He released his debut album, Sleepy Soldier, on April 27, 2022.[19] PGLang launched a footwear collaboration and advertising campaign for lifestyle brand Converse on May 2, 2022, which starred Leone and Selah Marley.[20]

Lamar released his fifth album, Mr. Morale & the Big Steppers,on May 13, 2022.[21][22] Receiving critical acclaim, the album debuted atop the Billboard 200 and was later awarded the Grammy Award for Best Rap Album.[23][24] PGLang presented its accompanying tour, the Big Steppers Tour, through a partnership with Cash App and Amazon Music.[25] The tour premiered an advertising campaign co-starring Lamar and Ray Dalio for Cash App, which won a Webby Award for Top Scripted (Branded) Video,[26] and the short film adaptation of "We Cry Together", a song by Lamar and Taylour Paige.[27] A concert film documenting the tour, Kendrick Lamar Live: The Big Steppers Tour, was released through Amazon Prime Video on November 23, 2022.[28] PGLang partnered with Spotify and non-governmental organization Surf Ghana to open Vibrate Space, a community recording studio and music business program in Accra.[29]

PGLang won six awards during the 2023 Cannes Lions International Festival of Creativity, including the Film Craft Grand Prix for Direction and the Special Award for Independent Agency of the Year – Craft.[30][31] In November 2023, the company released their second footwear collaboration with Converse and their first mobile phone collaboration with Light Phone.[32][33] Dominic Fike and Baby Keem starred in the advertising campaign for Converse.[34] PGLang announced a five-year partnership with Global Citizen to establish and curate Move Afrika: A Global Citizen Experience, the first major touring circuit across the African continent.[35]

Roster

Act Year
signed 		Releases
under PGLang 		Notes
Kendrick Lamar Founder 1 Jointly with Aftermath and Interscope
Baby Keem 2020 1 Jointly with Columbia

Former

Artists Years on
the label 		Releases
under the label
Tanna Leone 2022–2023 1

Discography

Studio albums

Artist Album Details
Baby Keem The Melodic Blue
Tanna Leone Sleepy Soldier
  • Released: April 27, 2022
  • Label: PGLang, Def Jam
  • Format: Digital download, streaming, LP
Kendrick Lamar Mr. Morale & the Big Steppers
Baby Keem The Melodic Blue (Deluxe)
  • Released: October 28, 2022
  • Label: PGLang, Columbia
  • Format: Digital download, streaming

Filmography

Films

Year Film Director(s) Notes Distributor
2022 We Cry Together Kendrick Lamar, Dave Free, Jake Schreier Short film YouTube
Kendrick Lamar Live: The Big Steppers Tour Mike Carson, Dave Free, Mark Ritchie Concert film Amazon Studios
TBA Untitled film Trey Parker Feature film Paramount Pictures

Music videos

Year Song Artist(s) Album Director(s)
2020 "Hooligan" Baby Keem The Melodic Blue Jake Schreier
2021 "No Sense" Savannah Setten
"Durag Activity" Baby Keem, Travis Scott Eliel Ford
"Family Ties" Baby Keem, Kendrick Lamar Dave Free
"The Melodic Blue (Album Trailer)" Baby Keem
"Issues" Jake Schreier
"First Order of Business" Dave Free
2022 "16" Jonas Lindstroem
"With The Villains" Tanna Leone Sleepy Soldier Neal Farmer
"Death 'N Taxes"
"The Heart Part 5" Kendrick Lamar Mr. Morale and the Big Steppers Dave Free, Kendrick Lamar
"N95"
"Picasso" Tanna Leone Sleepy Soldier Medet
"Rich Spirit" Kendrick Lamar Mr. Morale and the Big Steppers Calmatic
"Count Me Out" Dave Free, Kendrick Lamar
2023 "The Hillbillies" Baby Keem, Kendrick Lamar TBA Neal Farmer

Advertising campaigns

Title Release date Director(s) Star(s)
PGLang for Calvin Klein January 14, 2021 Dave Free
PGLang for Converse May 2, 2022 Savannah Setten
PGLang for Cash App August 14, 2022 Dave Free
PGLang for Converse October 23–25, 2023
  • Jack Berget
  • Hidji Films

Accolades

Award Year[a] Recipient(s) Category Result Ref.
Webby Awards 2023 "That's Money" (PGLang for Cash App) Top Scripted (Branded) Video Won
[36]
Cannes Lions International Festival of Creativity "The Heart Part 5" Film Craft Lion for Visual Effects Bronze Lion
[37]
[38]
"Balcony" (PGLang for Cash App) Entertainment Lion for Partnerships with Talent Bronze Lion
Film Craft Lion for Direction Bronze Lion
We Cry Together – A Short Film Grand Prix
Film Craft Lion for Cinematography Gold Lion
PGLang Independent Agency of the Year – Craft Won
[39]

Notes

  1. ^ Indicates the year of ceremony. Each year is linked to the article about the awards held that year, wherever possible.

References

  1. ^ Jackson, Mitchell S. (December 27, 2022). "Kendrick Lamar's New Chapter: Raw, Intimate and Unconstrained". The New York Times. ISSN 0362-4331. Retrieved October 25, 2023.
  2. ^ Thomas, Datwon (September 14, 2017). "Kendrick Lamar and Anthony 'Top Dawg' Tiffith on How They Built Hip-Hop's Greatest Indie Label". Billboard. Retrieved June 25, 2023.
  3. ^ Yoo, Noah (October 4, 2019). "Dave Free No Longer Co-President of Top Dawg Entertainment: Report". Pitchfork. Retrieved March 5, 2020.
  4. ^ Leight, Elias (October 4, 2019). "Dave Free Leaves Top Dawg Entertainment". Rolling Stone. Retrieved March 5, 2020.
  5. ^ Roberts, Randall (August 20, 2021). "Kendrick Lamar says he's working on final album for longtime label TDE". Los Angeles Times. Retrieved October 26, 2023.
  6. ^ Mamo, Heran (March 5, 2020). "Kendrick Lamar Announces Mysterious 'pgLang' Project: What Does It All Mean?". Billboard. Archived from the original on March 5, 2020. Retrieved March 5, 2020.
  7. ^ Holmes, Charles (March 5, 2020). "Kendrick Lamar Launches... Something (And Says It's Not a Record Label)". Rolling Stone. Archived from the original on April 6, 2020. Retrieved April 29, 2020.
  8. ^ William Coven, Trace (March 5, 2020). "Kendrick Lamar and Dave Free Launch New Company pgLang". Complex. Archived from the original on March 6, 2020. Retrieved March 5, 2020.
  9. ^ a b Olunkwa, Emmanuel (November 29, 2023). "New Logo: An Interview with Dave Free". PIN–UP. Retrieved December 12, 2023.
  10. ^ Dunn, Frankie (January 14, 2021). "Kendrick Lamar's pgLang has collaborated with Calvin Klein". Vice. Retrieved January 14, 2021.
  11. ^ Triscari, Caleb (January 14, 2021). "Kendrick Lamar's pgLang announces creative project featuring Baby Keem, Brent Faiyaz and more". NME. Retrieved January 14, 2021.
  12. ^ Darville, Jordan (January 13, 2021). "Kendrick Lamar's pgLang is launching a Calvin Klein campaign". The Fader. Retrieved January 13, 2021.
  13. ^ "Baby Keem Releases The Melodic Blue A Brand New Album + Video for New Track "issues"". Sony Music Canada. September 10, 2021. Retrieved December 27, 2022.
  14. ^ Minsker, Evan; Monroe, Jazz (September 6, 2021). "Baby Keem Releasing New Album The Melodic Blue This Week". Pitchfork. Retrieved December 27, 2022.
  15. ^ Caulfield, Keith (September 19, 2021). "Drake's 'Certified Lover Boy' Spends Second Week at No. 1 on Billboard 200 Albums Chart". Billboard. Retrieved June 25, 2023.
  16. ^ Unterberger, Andrew (April 4, 2022). "Baby Keem Wins First Grammy With Best Rap Performance Victory For 'Family Ties'". Billboard. Retrieved June 25, 2023.
  17. ^ Grobar, Matt (January 13, 2022). "Kendrick Lamar, Dave Free & 'South Park' Duo Matt Stone And Trey Parker To Produce Comedy Penned By Vernon Chatman For Paramount". Deadline Hollywood. Retrieved January 13, 2022.
  18. ^ Callas, Brad (March 9, 2022). "Kendrick Lamar and Dave Free's pgLang Announces Partnership With Los Angeles Artist Tanna Leone". Complex. Retrieved March 9, 2022.
  19. ^ Williams, Aaron (April 28, 2022). "PgLang Rapper Tanna Leone Drops His Debut Album 'Sleepy Soldier'". Uproxx. Retrieved April 28, 2022.
  20. ^ Inman, Demica (May 4, 2022). "A Closer Look At The "pgLang For Converse" Collaboration". Vibe. Retrieved May 4, 2022.
  21. ^ Blistein, Jon (April 18, 2022). "Kendrick Lamar Finally Announces New Album". Rolling Stone. Retrieved April 21, 2022.
  22. ^ Woods, Aleia (August 20, 2021). "Kendrick Lamar Breaks Silence On New Album, Reveals He Will Leave Top Dawg Entertainment". XXL Mag. Retrieved December 27, 2022.
  23. ^ Caulfield, Keith (May 22, 2022). "Kendrick Lamar's 'Mr. Morale & The Big Steppers' Debuts at No. 1 on the Billboard 200 Albums Chart". Billboard. Retrieved June 25, 2023.
  24. ^ Sisario, Ben (February 5, 2023). "2023 Grammy Awards: Highlights From the 2023 Grammys: Beyoncé Makes History; Harry Styles and Lizzo Win". The New York Times. ISSN 0362-4331. Retrieved June 25, 2023.
  25. ^ Jones, Damian (May 13, 2022). "Kendrick Lamar announces 'The Big Steppers' 2022 world tour dates". NME. Retrieved December 28, 2022.
  26. ^ Kenneally, Cerys (August 16, 2022). "Kendrick Lamar and Ray Dalio star in new pgLang-produced Cash App video". The Line of Best Fit. Retrieved December 28, 2022.
  27. ^ Aniftos, Rania (September 1, 2022). "Kendrick Lamar Paints Emotional Picture of Domestic Life in 'We Cry Together' Short Film". Billboard. Retrieved October 25, 2023.
  28. ^ Aswad, Jem (October 18, 2022). "Kendrick Lamar's 'Big Steppers' Concert to Be Livestreamed From Paris by Amazon Music This Saturday". Variety. Retrieved December 28, 2022.
  29. ^ Taylor, DeAnna (March 27, 2023). "Inside Vice President Kamala Harris' Historic Ghana Visit". EBONY. Retrieved November 3, 2023.
  30. ^ Etienne, Matthieu (June 19, 2023). "Cannes Lions 2023: watch all the Grand Prix here". LLLLITL (in French). Retrieved October 25, 2023.
  31. ^ "Kendrick Lamar's "We Cry Together" Wins Film Craft Lions Grand Prix At Cannes". SHOOTonline. June 20, 2023. Retrieved October 25, 2023.
  32. ^ Jones, Riley (October 23, 2023). "pgLang's New Converse Collab Comes in Mystery Colorways". Complex. Retrieved October 25, 2023.
  33. ^ Cowen, Trace William (October 30, 2023). "Kendrick Lamar and Dave Free's pgLang Partners With Light Phone for Limited Drop". Complex. Retrieved October 30, 2023.
  34. ^ Price, Joe (October 23, 2023). "Dominic Fike Stars in Promo Videos for pgLang's Converse Collaboration". Complex. Retrieved October 25, 2023.
  35. ^ Willman, Chris (November 3, 2023). "Global Citizen and Kendrick Lamar's pgLang Team Up to Establish First Major Touring Circuit Across African Continent". Variety. Retrieved November 3, 2023.
  36. ^ Evans, Greg (April 4, 2023). "Webby Awards 2023: MTV, CNN, HBO Among Top Nominees". Deadline. Retrieved June 26, 2023.
  37. ^ "Cannes Lions 2023: See all the U.S. winners in the Craft and Entertainment categories". Campaign Live. Retrieved June 26, 2023.
  38. ^ Nudd, Tim (June 20, 2023). "Kendrick Lamar's short film 'We Cry Together' wins Film Craft Grand Prix at Cannes". Ad Age. Retrieved June 26, 2023.
  39. ^ Green, Ricki (June 24, 2023). "Howatson+Company takes out Independent Agency of the Year - Good title at Cannes Lions". Campaign Brief. Retrieved June 26, 2023.
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