Pulitzer prize winner, Kendrick Lamar, and Dave Free — a longtime partner at Top Dawg Entertainment — announced the launch of pgLang, a creative service company. Kendrick took to his Instagram to give the world a first look at the new company.

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The company’s website describes the new endeavor as “multilingual” and further goes on to explain its mission: 

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.

Clearly, pgLang is something unique and different that mirrors Lamar’s iconic style. 

Click here to check out the visual version of pgLang’s mission statement, which is a short film written and directed by Free that features Yara Shahidi, Jorja Smith, Baby Keem, and Kendrick Lamar himself.