Kendrick Lamar has teased a new creative project

When his Instagram profile was wiped out from all the old posts, everyone believed that Kendrick Lamar was about to announce the release of the new album. But that's now what happened.

The artist, in partnership with Dave Free, is launching pgLang, an "at service company" specializing in music, film, television, art, books and podcasts. When we visit the official website of the project we realize that the mission is to tell "stories that speak to many nations, many races and many ages" and that "are equally accessible and engaging". An equally cryptic video created and directed by Dave Free accompanies the presentation.

On the notes of an original song composed by Florence Welch and Kamasi Washington, we can see images of Lamar himself together with Yara Shahidi, Baby Keem, Jorja Smith, fried eggs, men with giant eyes instead of heads, bored teenagers on a school bus, a plastic bag abandoned on the beach, colourful fish. While a voice-over says: "When you identify with something you’re not, it always leads to suffering and unhappiness". 

A statement made by the pgLang team helps us to understand what this new society is:

Created by Kendrick Lamar and Dave Free, this is a new multi-lingual, at service company. It is not a “record label”, a “movie studio”, or a “publishing house.” This is something new. Lamar and Free’s new purpose at pgLang embodies something deeply personal to them. pgLang is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all. .[ …] This is happening now because the media landscape is rapidly changing, empowering audiences with choices like never before. Only a few contemporary creators have figured out how to speak the evolving language of this generation without fading into the white noise or pre-assigned market share. pgLang is designed to be artist-friendly above all else and embrace both quality and unconventional concepts. This ethos will be applied to an array of creators who will join pgLang, including authors, film and television directors, fine artists, producers, musicians, and blah, blah, blah… 

To celebrate his new work adventure, Lamar has created merch featuring t-shirts and sweatshirts with the pgLang logo that went sold-out in three minutes.