Kendrick Lamar launches global creative agency Project3

American rapper Kendrick Lamar and longtime collaborator Dave Free have officially launched Project3 Agency, a global creative agency born out of their media company, pgLang.

The new venture marks an evolution of pgLang’s original mission, one that has blurred lines between music, film, and brand storytelling since its founding in 2020.

Positioned as a full-service agency, Project3 offers creative direction, brand design, strategy, content creation, event planning, and production services.

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According to its website, the agency is built on the “Program Language” operating system and serves as the first company under the broader Project3 initiative, which aims to expand creative resources for both corporate and independent businesses.

The launch was teased via pgLang’s Instagram page with a cryptic caption that said “That’s not this generation’s type of fish”, alongside a link to a minimalist landing page housing only a single video.

While details remain intentionally scarce, the move signals a deepening of Lamar and Free’s ambitions to shape culture through narrative-led, format-defying work, not just for themselves, but for clients and collaborators alike.

The pair’s previous creative projects under pgLang include music videos, brand collaborations, and campaigns with the likes of Calvin Klein and Converse, all underscored by a strong visual identity and cultural pulse.

Lamar isn’t the only artist stepping into the agency space. Earlier, musician Brent Faiyaz unveiled ISO Supremacy, a creative venture launched with UnitedMasters that blends label operations with agency-style services.

Positioned at the intersection of music, storytelling, and cultural branding, the platform aims to give both artists and brands greater creative autonomy.

In a similar move, Oakley recently named rapper Travis Scott as its first-ever chief visionary, tapping into the cultural capital of his Cactus Jack creative team to lead brand campaigns, reinterpret iconic product lines, and shape future eyewear and apparel drops.

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