The entertainment industry is buzzing with the news of a significant new venture: Kendrick Lamar and his long-time creative partner Dave Free have officially unveiled their groundbreaking new creative agency, dubbed ‘Project 3’. This highly anticipated launch marks a pivotal moment, aiming to redefine the landscape of creative services for a diverse range of businesses, both corporate and independent.
The genesis of Project 3 traces back to their earlier collaboration, pgLang, which initially positioned itself as an “at service company” for creatives. However, due to the sheer volume of potential clientele, pgLang strategically scaled back its operations to refine its capabilities. Five years of meticulous development and strategic planning have culminated in the robust and comprehensive framework that is now Project 3.
As a fully realized creative agency, Project 3 offers an extensive suite of services designed to empower and elevate brands. These include sophisticated brand design, innovative content creation, strategic consultation, and insightful creative direction. Beyond traditional offerings, the agency also provides expert assistance in planning and executing impactful live events, catering to the multifaceted needs of today’s dynamic music business and broader commercial sectors.
Self-described as an “initiative designed to expand creative resources,” Project 3 is poised to be a pivotal player in fostering innovation. Its mission statement underscores a commitment to providing unparalleled support, allowing businesses to amplify their narratives and connect more deeply with their target audiences through compelling and thoughtfully crafted content strategies.
Already, the intrigue surrounding Project 3 is palpable, with the agency teasing forthcoming projects on its newly launched Instagram page. A cryptic post features a captivating clip starring actor Lionel Boyce and Chase Sui Wonders, culminating in the display of a mysterious phone number. While the exact nature of these initial projects remains shrouded in secrecy, expectations are high for more details to emerge in the near future, fueling speculation across the entertainment industry.
An executive from pgLang elaborated on the strategic timing of Project 3’s launch, emphasizing a profound confidence derived from their expansive reach. “For us, there is a confidence that we can bring to this,” the executive stated to The Los Angeles Times. “We have tentacles in so many places: touring, music, when we’re creating merch, when we’re creating art – we have so many inputs that there’s a confidence that comes from seeing all of that around you.” This broad expertise positions Project 3 uniquely within the creative agency landscape.
Dave Free himself shared insights into the core direction and priorities guiding both him and Kendrick Lamar with this new endeavor. He revealed a shared observation regarding a prevalent “lacklustre” approach to storytelling within many existing agencies. Free articulated their desire to transcend the typical “turnover business of more, more, more” mentality, asserting that true storytelling “has to help people. It has to change the world. It has to latch onto people.” This philosophy underpins the authentic and impactful vision for Project 3.
In related news, Kendrick Lamar continues to make headlines beyond his entrepreneurial pursuits. The acclaimed rapper recently made history with his impactful Super Bowl Halftime Show in early 2025, further cementing his status as a cultural icon. His latest album, ‘GNX’, released last year, also garnered critical acclaim, with NME praising how Lamar “channels what could be interpreted as hate and negativity into a teachable moment, leading you to draw upon the purest emotion known to man: love,” solidifying his multifaceted influence across the music business.
