PGLang

Last updated

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

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

Contents

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 untitled film is scheduled to be released in theaters on July 4, 2025, in a nod to American Independence Day. [18] The company announced the signing of rapper Tanna Leone on March 9, under the aegis of Def Jam Recordings. [19] He released his debut album, Sleepy Soldier, on April 27, 2022. [20] PGLang launched a footwear collaboration and advertising campaign for lifestyle brand Converse on May 2, 2022, which starred Leone and Selah Marley. [21]

Lamar released his fifth album, Mr. Morale & the Big Steppers , on May 13, 2022. [22] [23] Receiving critical acclaim, the album debuted atop the Billboard 200 and was later awarded the Grammy Award for Best Rap Album. [24] [25] PGLang presented its accompanying tour, the Big Steppers Tour, through a partnership with Cash App and Amazon Music. [26] 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, [27] and the short film adaptation of "We Cry Together", a song by Lamar and Taylour Paige. [28] A concert film documenting the tour, Kendrick Lamar Live: The Big Steppers Tour , was released through Amazon Prime Video on November 23, 2022. [29] PGLang partnered with Spotify and non-governmental organization Surf Ghana to open Vibrate Space, a community recording studio and music business program in Accra. [30]

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. [31] [32] In November 2023, the company released their second footwear collaboration with Converse and their first mobile phone collaboration with Light Phone. [33] [34] Dominic Fike and Baby Keem starred in the advertising campaign for Converse. [35] 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. [36] On November 22nd, Kendrick Lamar released GNX , his sixth album and second under PGLang. [37]

Roster

ActYear
signed		Releases
under PGLang		Notes
Kendrick Lamar Founder2Jointly with Interscope
Baby Keem 20201Jointly with Columbia

Former

ArtistsYears on
the label		Releases
under the label		Notes
Tanna Leone 2022–20231Jointly with Def Jam

Discography

Studio albums

ArtistAlbumDetails
Baby Keem The Melodic Blue
  • Released: September 10, 2021
  • Label: PGLang, Columbia
  • Format: Digital download, streaming, LP
  • Charts: US #5
  • Certifications: RIAA Platinum
Tanna Leone Sleepy Soldier
  • Released: April 27, 2022
  • Label: PGLang, Def Jam
  • Format: Digital download, streaming, LP
  • Charts: -
  • Certifications: -
Kendrick Lamar Mr. Morale & the Big Steppers
  • Released: May 13, 2022
  • Label: PGLang, Top Dawg, Aftermath, Interscope
  • Format: Digital download, streaming, CD, LP
  • Charts: US #1
  • Certifications: -
Baby Keem The Melodic Blue (Deluxe)
  • Released: October 28, 2022
  • Label: PGLang, Columbia
  • Format: Digital download, streaming
  • Charts: -
  • Certifications: -
Kendrick Lamar GNX
  • Released: November 22, 2024
  • Label: PGLang, Interscope
  • Format: Digital download, streaming, CD, LP
  • Charts: US #1
  • Certifications: -

Filmography

Films

YearFilmDirector(s)NotesDistributor
2022 We Cry Together Kendrick Lamar, Dave Free, Jake Schreier Short filmYouTube
Kendrick Lamar Live: The Big Steppers Tour Mike Carson, Dave Free, Mark Ritchie Concert film Amazon Studios
2025 Untitled film Trey Parker Feature film Paramount Pictures

Music videos

YearSongArtist(s)AlbumDirector(s)
2020"Hooligan" Baby Keem The Melodic Blue Jake Schreier
2021"No Sense"Savannah Setten
"Durag Activity"Baby Keem and Travis Scott Eliel Ford
"Family Ties"Baby Keem and 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 and Kendrick Lamar
"N95"
"Picasso"Tanna LeoneSleepy SoldierMedet
"Rich Spirit"Kendrick LamarMr. Morale and the Big Steppers Calmatic
"Count Me Out"Dave Free and Kendrick Lamar
2023"The Hillbillies"Baby Keem and Kendrick Lamar—Neal Farmer
2024"Not Like Us"Kendrick Lamar—Dave Free and Kendrick Lamar
"Squabble Up" GNX Calmatic

Advertising campaigns

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

Accolades

AwardYear [a] Recipient(s)CategoryResultRef.
Webby Awards 2023"That's Money" (PGLang for Cash App)Top Scripted (Branded) VideoWon
Cannes Lions International Festival of Creativity "The Heart Part 5"Film Craft Lion for Visual EffectsBronze Lion
"Balcony" (PGLang for Cash App)Entertainment Lion for Partnerships with TalentBronze Lion
Film Craft Lion for DirectionBronze Lion
We Cry Together – A Short FilmGrand Prix
Film Craft Lion for CinematographyGold Lion
PGLangIndependent Agency of the Year – CraftWon

Notes

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

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