Kendrick Lamar Launches New Company pgLang
The venture is "a new multi-lingual, at service company."
An accompanying "visual mission statement" for the company stars Lamar, Jorja Smith, Baby Keem and Yara Shahidi. The short also features music by Keem, and an end title song written by Florence Welch and Kamasi Washington.
"In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships," Dave Free said in a statement, while Lamar simply added, "Selfless. Reset."
Preview pgLang's visual mission statement below, and watch the entire four-minute clip at the company's official website.
Kendrick Lamar's last album was 2017's Pulitzer Prize-winning DAMN. He is set to playing Montreal's upcoming Osheaga fest, which takes place from July 31 to August 2.