In a groundbreaking move for the creative landscape, hip-hop artist Kendrick Lamar and his business partner Dave Free have launched Project 3, a new global creative agency designed to elevate brands in innovative ways. This initiative, unveiled on July 31, 2025, aims to harness the power of storytelling—encompassing the beginning, middle, and end—to build brands both externally and internally.
Operating under the umbrella of their existing agency pgLang, which they founded in 2020, Project 3 seeks to expand creative resources for corporate and independent businesses alike. The first offshoot of this venture, Project 3 Agency, is positioned as a full-service agency providing a wide range of services, including creative direction, content creation, production services, and brand design and strategy.
In a recent interview, Free shared insights into the agency’s mission, stating, “For us, it was like: How do we build foundational structures for the business so [we] can last long term, versus trying to do too much at once and being bogged down.” He emphasized the importance of maintaining a collaborative relationship with commercial businesses, allowing them to share information while also learning from their experiences.
The establishment of Project 3 Agency comes after pgLang’s acquisition of Frosty, an international creative studio founded by Greg Stogdon and J.D. Ostrow, which boasts a talented team of 30 members. This partnership is expected to enhance the creative capabilities of Project 3 and allow for even more ambitious projects.
pgLang has already made a mark in the industry, notably with Kendrick Lamar’s celebrated halftime performance at Super Bowl 59, where he showcased a mix of his biggest hits alongside special guests like Samuel L. Jackson, SZA, and Serena Williams.
With Project 3, Lamar and Free are not just launching an agency; they are setting a new standard for creativity in branding and storytelling. Their commitment to building meaningful connections between brands and audiences reflects a broader trend in which artists leverage their influence and creativity to reshape industries. As they embark on this bold new venture, the duo is poised to make a significant impact on the creative landscape.
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