The success of Dave Free and Kendrick Lamar’s partnership and their pg.Lang imprint can be attributed to their unique approach to creativity and business. In a recent interview with Elephant, Dave Free shared insights into their formula for success and how they approach their creative agency’s vision.
One key aspect of their approach is treating artists like start-ups. They believe in empowering artists to take ownership of their brand, which ultimately means taking ownership of themselves. This approach allows artists to have a stronger impact and influence in the industry while also being financially stable. By taking an active role in shaping their own careers, artists can create a more authentic and meaningful connection with their audience.
Free went on to explain that their creative process involves dreaming up ideas and then working to create a system around those ideas to make them self-sufficient. They aim to make sure each project is impactful, influential, financially stable, thought-provoking, and tells a compelling story. They constantly ask themselves if the project moves them emotionally, ensuring that they are creating work that resonates with their audience.
Their approach involves a cycle of developing and refining ideas until they reach a point where they can’t find any more flaws. This process of “break and repeat” allows them to continually push the boundaries of creativity and innovation. By continually challenging themselves and their ideas, they are able to create work that stands out in the industry and leaves a lasting impact on their audience.
Overall, Dave Free and Kendrick Lamar’s formula for success is built on creativity, innovation, and a commitment to authenticity. By empowering artists to take ownership of their careers and constantly pushing the boundaries of their creativity, they have been able to create a successful and impactful creative agency that continues to inspire and influence the industry. Their approach serves as a reminder that true success comes from staying true to one’s vision and continually striving for excellence.
