A resurrection of artistic freedom and a celebration of the human spirit.
Kendrick Lamar x PgLang | Screenshot from Instagram
It Is Not a Studio, It’s a Powerhouse.
Dave Free and Kendrick Lamar took the world by surprise with the introduction of PgLang, in 2020. The acronym stands for Program Language, synonymous with text-based formal languages, aligning with the Art of a globally acclaimed rapper, Kendrick Lamar.
It is not an entertainment company but a multidisciplinary powerhouse redefining the notion of creativity, through music and visual art. It’s a resurrection of artistic freedom and a celebration of the human spirit, called “a new multi-lingual, at-service company” by D. Free.
PGLang is all about raw expression and creativity. The multifaceted company operates as a record label, production house, advertising agency and publishing company, headquartered in Los Angeles.
Why is PgLang making headlines again?
Because of their recent collaboration with Converse and the release of branded PgLang sneakers, check out the new magnanimous ‘Aura’ video clip about energy reading and photography.
When Imagination Rhymes with Fashion
In an era of overstimulation, Kendrick Lamar’s vision relies on “Selfless. Reset”. In the history of (online) advertising, rarely are the campaigns we enjoy consuming. PgLang is now disrupting the communication conventions with its own touch:
Two years ago, PGLang made waves with the digital campaign “I’mma Slide” for Calvin Klein. This campaign featured a series of seven short films, each written and directed by Dave Free. It wasn’t just advertising; it was about sharing core values, reminding us to “Allow yourself to be.”
PgLang Digital Campaign for Calvin Klein | Source: YouTube
This video clip is performed by the soprano Amber Wagner (also renowned for sharing her spiritual and funny videos on Instagram) and by the dancer and model — Danielle Hawkins. The Calvin Klein digital campaign is outstanding, due to its captivating and entertaining visuals and sound.
“I feel that energy the way you moving, grooving, drifting and shaking, sliding and gliding. It brings joy to watch, the elevation of creation, just glow so smoothly. That even if you slip, Don’t trip. Just get back up and catch that drift, Keep moving forward, Keep that momentum going. Keep that rhythm flowing. They see you! Melanin glowing, and the vibe is just fine. You set the standard. Keep rolling, keep strolling. And make the non-believer see That with your soul, passion, a pure heart and action. You will become who you’re meant to be. And wooooooh child! It will be something to see.”
PGLang pursued its creative quest with a recent collaboration with Louis Vuitton Men’s Studio for the Spring-Summer 2023 Collection.
Like a magnified playground, a giant toy racetrack erected in the Cour Carrée of the Louvre became a yellow brick road for the imagination.
Louis Vuitton Men’s Spring-Summer 2023 Show | LOUIS VUITTON | Source: YouTube
On the 24th of October, the company released a new set of video clips about spirituality, aura reading and innovative visualisation, featuring PgLang Converse-branded.
Screenshot taken from the campaign ‘Not That Deep’ — PgLang for Converse | Source: YouTube | Used for analysis purposes
Screenshot taken from the campaign ‘Not That Deep’ — PgLang for Converse | Source: YouTube | Used for analysis purposes
Advertising is about entertainment and bringing momentum to the masses. Kendrick and Free remarkably exemplified this mission with a pure and selfless form of expression.
Music = Message + Technology.
In 2022, Baby Keem, in collaboration with PGLang and Columbia Records, released his debut studio album, The Melodic Blue. It marked PGLang’s first studio album release and gained positive reviews. The album debuted at 5# on the US Billboard 200 chart, with its lead single “Family Ties”* winning a Grammy Grammy Award for Best Rap Performance.
*Baby Keem and Kendrick Lamar share more than just a musical connection; they are blood relatives, bound together as cousins.
Images captured from The Heart Part 5 | Lamar’s visage transforms into O.J. Simpson, Will Smith, Jussie Smollett, Kobe Bryant, Kanye West, and Nipsey Hussle | Source: YouTubeIn Kendrick Lamar’s “The Heart Part 5” video, he explores the fusion of art and technology, pushing the boundaries of identity and perception.
Using deepfake technology, Lamar’s visage transforms into the faces of iconic Black figures, including O.J. Simpson, Will Smith, Jussie Smollett, Kobe Bryant, Kanye West, and Nipsey Hussle. These deepfakes, created through artificial intelligence, challenge conventional notions of self, identity and reality.
While deepfake technology is often criticised for its potentially harmful uses, Lamar’s approach demonstrates the transformative power of this controversial tool.
2023: A Year Of Recognition
In 2023, PGLang achieved remarkable milestones. They secured six Cannes Lions Awards for “We Cry Together,”earning recognition as an independent agency of the year.
In May, the release of “The Hillbillies” by Baby Keem and Kendrick Lamar garnered millions of views and plays, showcasing their uninhibited creativity. In February, Kendrick Lamar clinched three Grammy Awards for “Mr. Morale and The Big Steppers.” In a world of ever-evolving creativity and innovation, PGLang stands at the forefront, redefining artistic expression and pushing the boundaries of what is possible. Kendrick Lamar and Dave Free’s brainchild is more than an entertainment company; it’s a movement that cultivates raw expression and imagination.
PGLang urges us all to break free from the confines of convention and embrace the limitless potential of the human spirit.
To review the latest PGLang projects, visit their official website.
-Musically Yours
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