Kendrick Lamar and Dave Free have taken their creative company, pgLang, to the next level with a bold new expansion called Project 3. This move marks an exciting shift for the duo as they bring their unique vision to a wider range of creative and branding projects.
What is pgLang?
pgLang is a company founded in March 2020 by Kendrick Lamar and his longtime collaborator Dave Free. The company was created as a space for creativity across multiple forms of media, including music, film, design, and visual art. It’s known as an “at-service company,” which means it’s built to help creators and brands tell powerful stories through different creative outlets.
Over the years, pgLang has earned a strong reputation for innovation, winning six Cannes Lions awards and even being named Independent Agency of the Year in 2023. Until now, most of pgLang’s work has been focused on internal projects and collaborations. But that’s all about to change.
Introducing Project 3
project3 is the new technology and product division of pgLang. Its goal is to create “human-centered” technology. Instead of just making another app or gadget, project3 wants to develop products that help people connect with each other and the world in a more meaningful way, with less digital distraction.
Their very first product is a collaboration with the tech company Light. It’s a special edition of the Light Phone II, a minimalist phone designed to be the opposite of a smartphone. It is currently sold out.

The pgLang Light Phone
Here’s what makes this phone different:
- Minimalist Design: It’s simple and doesn’t have a big, bright screen full of apps.
- Core Functions Only: You can call and text, but there are no social media, news feeds, or internet browsers to distract you.
- “Just a Tool”: The idea is to have a phone that serves as a tool, not as a source of endless entertainment or anxiety.
This special pgLang edition, called the “Light Phone for pgLang,” features unique design elements and aims to help users be more present in their daily lives.
Why This is a Big Deal 🚀
This move is important because it shows that Kendrick Lamar and Dave Free are thinking beyond the traditional entertainment industry. By launching project3, pgLang is exploring how technology impacts our lives and our creativity.
They are not just selling music or merchandise; they are creating tools that reflect their artistic values. It’s a bold step that merges the worlds of hip-hop, art, and tech, proving that pgLang is one of the most innovative creative companies out there today. Keep an eye on project3—it looks like they’re just getting started.
While we are on the subject of Kendrick Lamar…
The Grand National Tour—Kendrick Lamar and SZA’s co-headlining North American stadium run in 2025—has generated phenomenal box-office returns grossing over $256 million across 23 shows (based on Billboard reporting) and averaged more than $11 million per night, securing its place as the biggest co-headlining tour of all time and setting multiple box-office records along the way. Shoutout to K-Dot, SZA, and pgLang!
















