PGLang

PGLang was founded on April 25, 2019, by American rapper Kendrick Lamar and American filmmaker Dave Free.[3] The creative partners met when they were both in high school, and have directed music videos together under the collective name the Little Homies.[4] On October 4, Rolling Stone reported that Free left his position as co-president of independent record label Top Dawg Entertainment (TDE), and was "working on his own" for several months while helping rapper Baby Keem with his career.[5]

On March 5, 2020, Lamar and Free formally launched PGLang, which was described as a "multilingual, artist-friendly, at service company".[6][7] The company's mission statement reads:

In a separate press release, Free clarified that PGLang "is not a record label, a movie studio, or a publishing house. This is something new. In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships."[8] Lamar simply stated in the press release, "Selfless. Reset."[9][10]

On January 13, 2021, PGLang announced an advertising campaign for fashion house Calvin Klein, with a series of seven short films written and directed by Free.[11] The short films included appearances from Keem, singer Brent Faiyaz, movement artist Mecca Allah, rapper Travis "Taco" Bennett, and influencer Amber "Jstlbby" Wagner, among others.[12][13] On August 20, Lamar announced through a blog post that he was in the process of producing his final studio album under TDE.[14] Keem released his debut studio album, The Melodic Blue, on September 10 through PGLang and Columbia Records, marking the company's first studio album release.[15][16]

On January 13, 2022, Deadline reported that Lamar and Free were producing a live-action comedy film with South Park creators Matt Stone and Trey Parker.[17] On March 9, PGLang announced the signing of rapper Tanna Leone in a partnership with Def Jam Recordings.[18] Leone released his debut studio album, Sleepy Soldier, on April 27.[19] On May 2, the company collaborated with lifestyle brand Converse on an advertising campaign and sneaker collection.[20] Lamar released his fifth studio album, and final project under TDE, Mr. Morale & the Big Steppers on May 13.[21] To promote the album. he embarked on the Big Steppers Tour, which was presented by PGLang and sponsored by Cash App and Amazon Music.[22] The company collaborated with Cash App for an advertising campaign on August 14, and with Amazon Music for a concert film on October 22.[23][24]