Rapper Kendrick Lamar Establishes Personal Creative Enterprise
Kendrick Lamar and his collaborator Dave Free have announced the launch of a new agency called Project 3, a division of their production company pgLang. The agency, which aims to disrupt the usual fashion agency landscape, was born out of pgLang's acquisition of Frosty, a global studio known for its cinematic storytelling.
Project 3 offers a full range of services, including creative direction, content creation, production services, brand design, brand strategy, and event planning. The agency's focus is on building brands externally by providing foundational structures in content and branding that ensure long-term sustainability, rather than short-term overreach.
Greg Stogdon and J.D. Ostrow, the founders of Frosty, will remain as executives in Project 3. Stogdon praises pgLang's ability to push ideas beyond typical briefs, citing the agency's work with brands like Converse, Louis Vuitton, and Chanel.
The short film released by pgLang for Project 3's introduction serves as a visual representation of its upcoming work. The film, directed by Jack Begert, hints at the unique and dynamic style that will characterize Project 3's projects. Kendrick Lamar will be responsible for the soundtrack and strategy of Project 3.
Project 3 promises the agility of a boutique with the reach of a network. With a combined team spanning multiple continents and counting 30 staffers across continents, the agency will allow the collective to take their creative instincts to outside clients in sport, fashion, and tech.
Brands seeking a voice that resonates online and in rhythm may find Project 3's services appealing. Kendrick Lamar's involvement in Project 3 may also attract brands looking for creative and culturally impactful partnerships.
Frosty has worked on campaigns for Burberry, Prada, Everlane, and a Beatles release, demonstrating its versatility in handling both heritage houses and pop culture. Project 3's services thus span strategic design, creative conception, content production, and event management, positioning the agency as a comprehensive partner for brand growth and creative innovation.
In an email, Kendrick Lamar stated that Project 3 will help brands tell stories that "move and inspire culture" while opening doors for emerging talent. The agency integrates creative business solutions alongside commercial ventures, aiming to collaborate closely with clients while also learning through engagement.
With Project 3, Lamar and his team are poised to make a significant impact on the creative industry, offering a fresh perspective and innovative approach to brand building and storytelling.
- Brands looking for a creative and culturally impactful partnership may find Project 3's services appealing, as it offers a fresh perspective and innovative approach to brand building and storytelling, integrating creative business solutions alongside commercial ventures.
- Kendrick Lamar's involvement in Project 3, along with its focus on building brands externally with long-term sustainability in mind, may attract businesses in diverse sectors such as fashion, lifestyle, entertainment, music, and even tech.
- As Project 3 promises the agility of a boutique with the reach of a network, brands seeking a voice that resonates in both online and traditional media may find the agency's comprehensive services, including strategic design, creative conception, content production, and event management, perfectly suited for their needs.
