Renowned Hip-Hop artist Kendrick Lamar teams up with Dave Free to form a fresh new creative agency.
Kendrick Lamar and his creative and business partner, Dave Free, have announced the launch of their new global creative agency, Project 3. This new venture, a part of the agency pgLang, aims to provide full-service creative direction, content creation, production, brand design, and strategy for both corporate and independent businesses.
Named after the fundamentals of storytelling—the beginning, middle, and end—Project 3 reflects a holistic approach to brand development. The agency aspires to offer scalable, externally-facing brand building that balances creativity with sustainable business structures, avoiding the pitfall of trying to do too much at once.
Project 3 marks a significant step up from pgLang's earlier work, designed to bring expanded creative capabilities to a global audience. Notably, pgLang gained widespread recognition for producing Kendrick Lamar's Super Bowl 59 halftime show, a testament to the team's high creative standards and collaborative potential across diverse forms and industries.
During his Super Bowl 59 performance, Lamar performed hits like "Humble," "DNA," and deep cuts like "squabble up," "Not Like Us." Special guests included Samuel L. Jackson, SZA, Grammy Award-winning producer Mustard, and Serena Williams. Lamar even wore a custom, blue Martine Rose leather jacket with "pgLang" embroidered across the back, further showcasing the team's collaborative spirit.
In a bid to expand creative resources, Project 3 has acquired Frosty, an international creative studio. Founded by Greg Stogdon and J.D. Ostrow, Frosty boasts a global team of 30 members. Project 3 and pgLang have worked together on numerous projects over the past five years.
Project 3's focus is on building brands externally, and its first offshoot is Project 3 Agency, a full-service agency. The strategy emphasizes creating foundational business structures for longevity while collaborating closely with commercial enterprises to exchange knowledge and innovate together. A teaser video for Project 3 is available for viewing.
According to Dave Free, the goal is to build foundational structures for the business to last long term, rather than trying to do too much at once and being bogged down. With Project 3, Lamar and Free aim to provide creative solutions that serve a broad range of clients, balancing the need for innovation with the necessity of sustainable business practices.
Project 3, as part of pgLang, aims to provide creative direction and production for businesses not only in the music industry but also in finance, entertainment, and other industries. This global creative agency, with its strategic approach to brand development, intends to strike a balance between creativity and sustainable business structures.
To strengthen its creative capabilities and resources, Project 3 has acquired Frosty, an international creative studio, and has launched Project 3 Agency, a full-service agency, focusing on providing creative solutions that cater to a broad range of clients while ensuring the longevity of business ventures.
