• Ian Romaker

This Week in Business: Kendrick Lamar x pgLang

Updated: Feb 1

The importance of maintaining low persona as a top tier celebrity is so important. Obviously, everyone has free will and choices to make. But, for the elite artists such as Jay-Z and Kendrick Lamar it becomes imminent to move in silence for livelihood’s sake within the information age. Given the fact that information is so readily available based upon some Google deep dives, why would you choose to reveal more than necessary?

Kendrick Lamar is the voice of our generation. His debut album, good kid M.A.A.D. city is an absolute classic and ranks with the Illmatic’s and Get Rich or Die Tryin’s when it comes to bursting upon the scene with a purpose. Kendrick moves with a shroud of mystery surrounding him because he does not make much noise and lives within his means. That means no fancy cars, exquisite houses or exotic animals. Just business.

Kendrick’s latest business venture is called pgLang. Included within this project is his high school friend and longtime manager Dave Free. Dave Free and Top Dawg Entertainment have a deeply rooted relationship that stems back to 2004. Strangely enough, the time setting of GKMC derives from the year 2004 as the skits and lyrics reflect so.


Anywho, Dave Free went from initially handling T.D.E.’s social media presence to becoming Co-President in 2007. It is Dave Free who introduced Kendrick’s music to the head of the label while repairing Top’s laptop.

A small while ago, Free departed from T.D.E. in favor of new beginnings. pgLang is comprised of Kendrick Lamar, Dave Free, Jorja Smith, Yara Shihidi, Baby Keem & others. It is considered a for-hire multimedia company that encourages people to live in the moment and seek validation from within, not from outside sources such as our smartphones.

“As we grow up we begin to identify who we are from certain things - When you identify with something you are not it always leads to suffering/unhappiness.”

pgLang has proclaimed that it is NOT a record label, movie studio or publishing house. Due to their mystique, this statement could have multiple meanings. Regardless, Kendrick, his cousin Baby Keem and many influential individuals have banded together to put their stronghold on the content creation game.

Their first collaboration is with Calvin Klein. pgLang prides itself on newness, execution, organic surprises, a selfless reset and treating life like an unlimited playground.

pgLang is multilingual. Our community speaks music, film, television, art, books, and podcasts — because sometimes we have to use different languages to get the point of our stories across. Stories that speak to many nations, many races, and many ages. That is why our writers, singers, directors, musicians, and producers break formats when we build ideas and make them real for the curious.
Putting round pegs through square holes is not a process, but we embrace the idea of anarchy and challenges that make us stronger. pgLang is focused on using our experiences, and nurturing our many collaborators, to build stories that are equally accessible and engaging then fitting them within the best media.”