Kendrick Lamar Launches Global Creative Agency, Project 3

Amidst his world tour, rapper Kendrick Lamar announces the launch of his new global creative agency, Project 3.

Project 3 might be new to us, but it's already behind Lamar's best fashion moments recently: the Chanel ambassadorship and Super Bowl halftime look (remember those viral jeans?).

The venture is launched under pgLang, created with co-founder Dave Free. In 2020, the highly awarded production company was forced to slow down until it acquired proper resources. Now, the company returns with a full-service agency specializing in brand building from three stages: the beginning, middle and end. Services include "creative direction, brand design, strategy, content creation, event planning, and production services," Hypebeast reported.

In an interview with FastCompany, Free shared, "We see brands now, and one mistake can have you questioning your existence or the audience questioning your purpose." He spoke of their new agency, "For us, there is a confidence that we can bring to this. We have tentacles in so many places: touring, music, when we're creating merch, when we’re creating art – we have so many inputs that there's a confidence that comes from seeing all of that around you."

 

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He continued: "We were seeing companies we admired, but the storytelling was lackluster. And a lot of it is because the agency motto became a turnover business of more, more, more. Sometimes that's great, you need that. But it also has to help people. It has to change the world. It has to latch onto people."

Visit the Project 3 website for more.

While you're here, Sydney Lynn Carlson and For Love & Lemons drop a vintage-coded collab.

Click here to view full gallery at Hypebae