PGLang
Updated: 12/11/2025, 9:16:31 AM Wikipedia source
PGLang (stylized as pgLang, an abbreviation for "program language") is an American independent multidisciplinary creative communications company headquartered in Los Angeles. Founded and owned by Kendrick Lamar and Dave Free, it specializes in music and visual media production. The company has won six Cannes Lions Awards, including the Special Award for Independent Agency of the Year – Craft in 2023.
Infobox
Company type
Private
Industry
Entertainment
Founded
March 5, 2020; 5 years ago (2020-03-05)
Founders
mw- Kendrick LamarDave Free
Headquarters
Los Angeles, California, U.S.
Area served
Worldwide
Products
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Services
Artist management music production film production advertising publishing Project 3
Owners
Kendrick LamarDave Free
Website
pg-lang.com
Tables
· Roster
Kendrick Lamar
Kendrick Lamar
Act
Kendrick Lamar
Year signed
Founder
Releases under PGLang
2
Notes
Jointly with Interscope
Baby Keem
Baby Keem
Act
Baby Keem
Year signed
2020
Releases under PGLang
1
Notes
Jointly with Columbia
Tanna Leone
Tanna Leone
Act
Tanna Leone
Year signed
2020
Releases under PGLang
1
Notes
Jointly with Def Jam
| Act | Year signed | Releases under PGLang | Notes |
| Kendrick Lamar | Founder | 2 | Jointly with Interscope |
| Baby Keem | 2020 | 1 | Jointly with Columbia |
| Tanna Leone | 2020 | 1 | Jointly with Def Jam |
· Discography › Studio albums
Baby Keem
Baby Keem
Artist
Baby Keem
Album
The Melodic Blue
Details
Released: September 10, 2021
Label: PGLang, Columbia
Format: Digital download, streaming, LP
Charts: US #5
Certifications: RIAA Platinum
Tanna Leone
Tanna Leone
Artist
Tanna Leone
Album
Sleepy Soldier
Details
Released: April 27, 2022
Label: PGLang, Def Jam
Format: Digital download, streaming, LP
Charts: -
Certifications: -
Kendrick Lamar
Kendrick Lamar
Artist
Kendrick Lamar
Album
Mr. Morale & the Big Steppers
Details
Released: May 13, 2022
Label: PGLang, Top Dawg, Aftermath, Interscope
Format: Digital download, streaming, CD, LP
Charts: US #1
Certifications: -
Baby Keem
Baby Keem
Artist
Baby Keem
Album
The Melodic Blue (Deluxe)
Details
Released: October 28, 2022
Label: PGLang, Columbia
Format: Digital download, streaming
Charts: -
Certifications: -
Kendrick Lamar
Kendrick Lamar
Artist
Kendrick Lamar
Album
GNX
Details
Released: November 22, 2024
Label: PGLang, Interscope
Format: Digital download, streaming, CD, LP
Charts: US #1
Certifications: -
| Artist | Album | Details |
| Baby Keem | The Melodic Blue | Released: September 10, 2021 Label: PGLang, Columbia Format: Digital download, streaming, LP Charts: US Certifications: RIAA Platinum |
| Tanna Leone | Sleepy Soldier | Released: April 27, 2022 Label: PGLang, Def Jam Format: Digital download, streaming, LP Charts: - Certifications: - |
| Kendrick Lamar | Mr. Morale & the Big Steppers | Released: May 13, 2022 Label: PGLang, Top Dawg, Aftermath, Interscope Format: Digital download, streaming, CD, LP Charts: US Certifications: - |
| Baby Keem | The Melodic Blue (Deluxe) | Released: October 28, 2022 Label: PGLang, Columbia Format: Digital download, streaming Charts: - Certifications: - |
| Kendrick Lamar | GNX | Released: November 22, 2024 Label: PGLang, Interscope Format: Digital download, streaming, CD, LP Charts: US Certifications: - |
· Filmography › Films
2022
Role(s)
Mike Carson, Dave Free, Mark A. Ritchie
Notes
Concert film
| Year | Film | Director(s) | Notes | Distributor |
| 2022 | We Cry Together | Kendrick Lamar, Dave Free, Jake Schreier | Short film | Top Dawg Entertainment, Aftermath Entertainment, Interscope Records |
| Kendrick Lamar Live: The Big Steppers Tour | Mike Carson, Dave Free, Mark A. Ritchie | Concert film | Amazon Studios | |
| 2024 | The Pop Out: Ken & Friends | Damien Gravois, Mike Carson | Concert film | Prime Video, Twitch |
| 2025 | Apple Music Super Bowl LIX Halftime Show | Hamish Hamilton | Halftime entertainment | NFL, Apple Music |
| 2026 | Whitney Springs | Trey Parker | Feature film | Paramount Pictures |
· Filmography › Music videos
2020
2020
Year
2020
Song
"Hooligan"
Artist(s)
Baby Keem
Album
The Melodic Blue
Director(s)
Jake Schreier
2021
2021
Year
2021
Song
"No Sense"
Artist(s)
Savannah Setten
"Durag Activity"
"Durag Activity"
Year
"Durag Activity"
Song
Baby Keem and Travis Scott
Artist(s)
Eliel Ford
"Family Ties"
"Family Ties"
Year
"Family Ties"
Song
Baby Keem and Kendrick Lamar
Artist(s)
Dave Free
The Melodic Blue (album trailer)
The Melodic Blue (album trailer)
Year
The Melodic Blue (album trailer)
Song
Baby Keem
"Issues"
"Issues"
Year
"Issues"
Song
Jake Schreier
"First Order of Business"
"First Order of Business"
Year
"First Order of Business"
Song
Dave Free
2022
2022
Year
2022
Song
"16"
Artist(s)
Jonas Lindstroem
"With The Villains"
"With The Villains"
Year
"With The Villains"
Song
Tanna Leone
Artist(s)
Sleepy Soldier
Album
Neal Farmer
"Death 'N Taxes"
"Death 'N Taxes"
Year
"Death 'N Taxes"
"The Heart Part 5"
"The Heart Part 5"
Year
"The Heart Part 5"
Song
Kendrick Lamar
Artist(s)
Mr. Morale and the Big Steppers
Album
Dave Free and Kendrick Lamar
"N95"
"N95"
Year
"N95"
"Picasso"
"Picasso"
Year
"Picasso"
Song
Tanna Leone
Artist(s)
Sleepy Soldier
Album
Medet
"Rich Spirit"
"Rich Spirit"
Year
"Rich Spirit"
Song
Kendrick Lamar
Artist(s)
Mr. Morale and the Big Steppers
Album
Calmatic
"Count Me Out"
"Count Me Out"
Year
"Count Me Out"
Song
Dave Free and Kendrick Lamar
2023
2023
Year
2023
Song
"The Hillbillies"
Artist(s)
Baby Keem and Kendrick Lamar
Album
—
Director(s)
Neal Farmer
2024
2024
Year
2024
Song
"Not Like Us"
Artist(s)
Kendrick Lamar
Album
—
Director(s)
Dave Free and Kendrick Lamar
GNX (album trailer)
GNX (album trailer)
Year
GNX (album trailer)
Song
GNX
"Squabble Up"
"Squabble Up"
Year
"Squabble Up"
Song
Calmatic
2025
2025
Year
2025
Song
"Luther"
Artist(s)
Kendrick Lamar and SZA
Album
Karena Evans
| Year | Song | Artist(s) | Album | Director(s) |
| 2020 | "Hooligan" | Baby Keem | The Melodic Blue | Jake Schreier |
| 2021 | "No Sense" | Savannah Setten | ||
| "Durag Activity" | Baby Keem and Travis Scott | Eliel Ford | ||
| "Family Ties" | Baby Keem and Kendrick Lamar | Dave Free | ||
| The Melodic Blue (album trailer) | Baby Keem | |||
| "Issues" | Jake Schreier | |||
| "First Order of Business" | Dave Free | |||
| 2022 | "16" | Jonas Lindstroem | ||
| "With The Villains" | Tanna Leone | Sleepy Soldier | Neal Farmer | |
| "Death 'N Taxes" | ||||
| "The Heart Part 5" | Kendrick Lamar | Mr. Morale and the Big Steppers | Dave Free and Kendrick Lamar | |
| "N95" | ||||
| "Picasso" | Tanna Leone | Sleepy Soldier | Medet | |
| "Rich Spirit" | Kendrick Lamar | Mr. Morale and the Big Steppers | Calmatic | |
| "Count Me Out" | Dave Free and Kendrick Lamar | |||
| 2023 | "The Hillbillies" | Baby Keem and Kendrick Lamar | — | Neal Farmer |
| 2024 | "Not Like Us" | Kendrick Lamar | — | Dave Free and Kendrick Lamar |
| GNX (album trailer) | GNX | |||
| "Squabble Up" | Calmatic | |||
| 2025 | "Luther" | Kendrick Lamar and SZA | Karena Evans |
· Filmography › Advertising campaigns
PGLang for Calvin Klein
PGLang for Calvin Klein
Title
PGLang for Calvin Klein
Release date
January 14, 2021
Director(s)
Dave Free
Star(s)
Mecca Allah
Baby Keem
Jordan Ozuna
Travis Bennett
Ryan Destiny
Keith Powers
Amber Wagner
Danielle Hawkins
Liliana Ruiz
Taija
Brent Faiyaz
ExavierTV
Kassie Leeann
PGLang for Converse
PGLang for Converse
Title
PGLang for Converse
Release date
May 2, 2022
Director(s)
Savannah Setten
Star(s)
Tanna Leone
Selah Marley
PGLang for Cash App
PGLang for Cash App
Title
PGLang for Cash App
Release date
August 14, 2022
Director(s)
Dave Free
Star(s)
Kendrick Lamar
Ray Dalio
ExavierTV
PGLang for Converse
PGLang for Converse
Title
PGLang for Converse
Release date
October 23–25, 2023
Director(s)
Jack Begert
Hidji Films
Star(s)
Dominic Fike
Baby Keem
"The Button", PGLang for Chanel
"The Button", PGLang for Chanel
Title
"The Button", PGLang for Chanel
Release date
January 20, 2024
Director(s)
Dave Free
Star(s)
Margaret Qualley
Anna Mouglalis
Naomi Campbell
Kendrick Lamar. Super Bowl LIX Halftime Show (promotional trailer)
Kendrick Lamar. Super Bowl LIX Halftime Show (promotional trailer)
Title
Kendrick Lamar. Super Bowl LIX Halftime Show (promotional trailer)
Release date
September 9, 2024
Director(s)
Dave Free
Star(s)
Kendrick Lamar
"The Salon", PGLang for Cash App
"The Salon", PGLang for Cash App
Title
"The Salon", PGLang for Cash App
Release date
November 26, 2024
Director(s)
Calmatic
Star(s)
Angel Reese
Apple Music SBLIX Halftime Show (Official Trailer)
Apple Music SBLIX Halftime Show (Official Trailer)
Title
Apple Music SBLIX Halftime Show (Official Trailer)
Release date
January 23, 2025
Director(s)
—
Star(s)
Kendrick Lamar
SZA
"The Agency" (promotional short film for Project 3 by PGLang)
"The Agency" (promotional short film for Project 3 by PGLang)
Title
"The Agency" (promotional short film for Project 3 by PGLang)
Release date
July 31, 2025
Director(s)
Jack Begert
Star(s)
Chase Sui Wonders
Lionel Boyce
| Title | Release date | Director(s) | Star(s) |
| PGLang for Calvin Klein | January 14, 2021 | Dave Free | Mecca Allah Baby Keem Jordan Ozuna Travis Bennett Ryan Destiny Keith Powers Amber Wagner Danielle Hawkins Liliana Ruiz Taija Brent Faiyaz ExavierTV Kassie Leeann |
| PGLang for Converse | May 2, 2022 | Savannah Setten | Tanna Leone Selah Marley |
| PGLang for Cash App | August 14, 2022 | Dave Free | Kendrick Lamar Ray Dalio ExavierTV |
| PGLang for Converse | October 23–25, 2023 | Jack Begert Hidji Films | Dominic Fike Baby Keem |
| "The Button", PGLang for Chanel | January 20, 2024 | Dave Free | Margaret Qualley Anna Mouglalis Naomi Campbell |
| Kendrick Lamar. Super Bowl LIX Halftime Show (promotional trailer) | September 9, 2024 | Dave Free | Kendrick Lamar |
| "The Salon", PGLang for Cash App | November 26, 2024 | Calmatic | Angel Reese |
| Apple Music SBLIX Halftime Show (Official Trailer) | January 23, 2025 | — | Kendrick Lamar SZA |
| "The Agency" (promotional short film for Project 3 by PGLang) | July 31, 2025 | Jack Begert | Chase Sui Wonders Lionel Boyce |
· Accolades
Webby Awards
Webby Awards
Award
Webby Awards
Year
2023
Recipient(s)
"That's Money" (PGLang for Cash App)
Category
Top Scripted (Branded) Video
Result
Won
Cannes Lions International Festival of Creativity
Cannes Lions International Festival of Creativity
Award
Cannes Lions International Festival of Creativity
Year
"The Heart Part 5"
Recipient(s)
Film Craft Lion for Visual Effects
Category
Bronze Lion
"Balcony" (PGLang for Cash App)
"Balcony" (PGLang for Cash App)
Award
"Balcony" (PGLang for Cash App)
Year
Entertainment Lion for Partnerships with Talent
Recipient(s)
Bronze Lion
Film Craft Lion for Direction
Film Craft Lion for Direction
Award
Film Craft Lion for Direction
Year
Bronze Lion
We Cry Together – A Short Film
We Cry Together – A Short Film
Award
We Cry Together – A Short Film
Year
Grand Prix
Film Craft Lion for Cinematography
Film Craft Lion for Cinematography
Award
Film Craft Lion for Cinematography
Year
Gold Lion
PGLang
PGLang
Award
PGLang
Year
Independent Agency of the Year – Craft
Recipient(s)
Won
Primetime Creative Arts Emmy Awards
Primetime Creative Arts Emmy Awards
Award
Primetime Creative Arts Emmy Awards
Year
2025
Recipient(s)
The Apple Music Super Bowl LIX Halftime Show Starring Kendrick Lamar (Kendrick Lamar and Tony Russell)
Category
Outstanding Music Direction
Result
Won
| Award | Year | Recipient(s) | Category | Result | Ref. |
| Webby Awards | 2023 | "That's Money" (PGLang for Cash App) | Top Scripted (Branded) Video | Won | |
| Cannes Lions International Festival of Creativity | "The Heart Part 5" | Film Craft Lion for Visual Effects | Bronze Lion | ||
| "Balcony" (PGLang for Cash App) | Entertainment Lion for Partnerships with Talent | Bronze Lion | |||
| Film Craft Lion for Direction | Bronze Lion | ||||
| We Cry Together – A Short Film | Grand Prix | ||||
| Film Craft Lion for Cinematography | Gold Lion | ||||
| PGLang | Independent Agency of the Year – Craft | Won | |||
| Primetime Creative Arts Emmy Awards | 2025 | The Apple Music Super Bowl LIX Halftime Show Starring Kendrick Lamar (Kendrick Lamar and Tony Russell) | Outstanding Music Direction | Won |
References
- Indicates the year of ceremony. Each year is linked to the article about the awards held that year, wherever possible.
- The New York Timeshttps://www.nytimes.com/2022/12/27/magazine/kendrick-lamar-dave-free.html
- Billboardhttps://www.billboard.com/music/features/kendrick-lamar-anthony-tiffith-interview-billboard-cover-story-2017-7964649/
- Pitchforkhttps://pitchfork.com/news/dave-free-no-longer-co-president-of-top-dawg-entertainment-report/
- Rolling Stonehttps://www.rollingstone.com/music/music-news/top-dawg-entertainment-dave-free-split-894781/
- Los Angeles Timeshttps://www.latimes.com/entertainment-arts/music/story/2021-08-20/kendrick-lamar-tde
- Billboardhttps://www.billboard.com/music/rb-hip-hop/kendrick-lamar-pglang-company-announcement-9328964/
- Rolling Stonehttps://www.rollingstone.com/music/music-news/kendrick-lamar-dave-free-pglang-962892/
- Complexhttps://www.complex.com/music/2020/03/kendrick-lamar-dave-free-new-at-service-company-pglang
- PIN–UPhttps://pinupmagazine.org/articles/dave-free-interview
- Vicehttps://i-d.co/article/kendrick-lamar-pglang-dave-free-calvin-klein-collaboration/
- NMEhttps://www.nme.com/news/music/kendrick-lamars-pglang-announces-creative-project-featuring-baby-keem-brent-faiyaz-and-more-2856323
- The Faderhttps://www.thefader.com/2021/01/13/kendrick-lamar-pglang-calvin-klein
- Sony Music Canadahttps://www.sonymusic.ca/press_release/baby-keem-releases-the-melodic-blue-a-brand-new-album-video-for-new-track-issues
- Pitchforkhttps://pitchfork.com/news/baby-keem-releasing-new-album-the-melodic-blue-this-week/
- Billboardhttps://www.billboard.com/pro/drake-certified-lover-boy-number-1-second-week-billboard-200-albums-chart/
- Billboardhttps://www.billboard.com/music/awards/baby-keem-grammys-2002-best-rap-performance-1235054534/
- Deadline Hollywoodhttps://deadline.com/2022/01/kendrick-lamar-dave-free-matt-stone-trey-parker-to-produce-paramount-comedy-1234912409/
- The Hollywood Reporterhttps://www.hollywoodreporter.com/movies/movie-news/matt-stone-trey-parker-comedy-kendrick-lamar-paramount-1235872023/
- Complexhttps://www.complex.com/music/pglang-tanna-leone-partnership
- Uproxxhttps://uproxx.com/music/tanna-leone-sleepy-soldier-stream
- Vibehttps://www.vibe.com/gallery/pglang-converse-sold-out-collaboration-1234661029/00040001/
- Rolling Stonehttps://www.rollingstone.com/music/music-news/kendrick-lamar-new-album-mr-morale-and-the-big-steppers-1339313/
- XXL Maghttps://www.xxlmag.com/kendrick-lamar-new-album-leave-top-dawg-entertainment/
- Billboardhttps://www.billboard.com/music/chart-beat/kendrick-lamar-mr-morale-and-the-big-steppers-number-one-billboard-200-chart-1235074088/
- The New York Timeshttps://www.nytimes.com/live/2023/02/05/arts/grammy-awards
- NMEhttps://www.nme.com/news/music/kendrick-lamar-announces-the-big-steppers-2022-world-tour-dates-3225182
- The Line of Best Fithttps://www.thelineofbestfit.com/news/kendrick-lamar-and-ray-dalio-star-in-new-pglang-produced-cash-app-video
- Billboardhttps://www.billboard.com/music/rb-hip-hop/kendrick-lamar-we-cry-together-short-film-1235133999/
- Varietyhttps://variety.com/2022/music/news/kendrick-lamar-big-steppers-concert-livestreamed-paris-amazon-music-1235406951/
- EBONYhttps://www.ebony.com/vice-president-kamala-harris-ghana-historic-visit-2023/
- LLLLITLhttps://www.llllitl.fr/2023/06/cannes-lions-2023-grand-prix/
- SHOOTonlinehttps://www.shootonline.com/news/kendrick-lamars-we-cry-together%C2%A0wins-film-craft-lions-grand-prix-cannes
- Complexhttps://www.complex.com/sneakers/a/riley-jones/pglangs-new-converse-collab-comes-in-mystery-colorways
- Complexhttps://www.complex.com/style/a/tracewilliamcowen/kendrick-lamar-pglang-phone
- Complexhttps://www.complex.com/music/a/backwoodsaltar/dominic-fike-stars-in-promo-videos-pglangs-converse
- Varietyhttps://variety.com/2023/music/news/global-citizen-kendrick-lamar-african-touring-circuit-pglang-rwanda-concert-1235779045/
- Varietyhttps://variety.com/2024/music/news/kendrick-lamar-gnx-new-album-sza-jack-antonoff-1236218162/
- GNXhttps://uproxx.com/music/who-are-the-features-on-kendrick-lamars-new-album-gnx/
- GNXhttps://pitchfork.com/news/kendrick-lamar-previews-new-music-in-gnx-video-watch/
- ESPNhttps://www.espn.com/espn/story/_/id/41177471/rap-star-kendrick-lamar-headline-super-bowl-lix-half
- Fox Newshttps://www.foxnews.com/sports/kendrick-lamar-headlines-super-bowl-lixs-halftime-show
- The Washington Posthttps://www.washingtonpost.com/entertainment/music/2024/09/08/kendrick-lamar-halftime-super-bowl-lix/
- The Independenthttps://www.independent.co.uk/arts-entertainment/music/news/kendrick-lamar-super-bowl-2025-drake-b2609110.html
- Billboardhttps://www.billboard.com/music/rb-hip-hop/pusha-t-kendrick-lamar-drake-no-round-twos-super-bowl-halftime-1235770986/
- Complexhttps://www.complex.com/music/a/treyalston/kendrick-lamar-super-bowl-lix-halftime-show
- USA Todayhttps://www.usatoday.com/story/sports/nfl/super-bowl/2025/02/09/kendrick-lamar-super-bowl-setlist/78362910007/
- Vox Mediahttps://www.vox.com/culture/398385/kedndrick-lamar-grammys-drake-super-bowl-not-like-us-halftime-show
- Deadline Hollywoodhttps://deadline.com/2025/01/sza-kendrick-lamar-apple-music-super-bowl-lix-halftime-show-1236265833/
- Fast Companyhttps://www.fastcompany.com/91271052/pglang-most-innovative-companies-2025
- Hypebeasthttps://hypebeast.com/2025/7/kendrick-lamar-pglang-global-creative-agency-project-3-info
- Pause magazinehttps://pausemag.co.uk/2025/07/kendrick-lamar-launches-project-3-creative-agency/
- Creative Boomhttps://www.creativeboom.com/insight/how-the-new-identity-for-singapores-artscience-rethinks-what-a-museum-can-be/
- Deadlinehttps://deadline.com/2023/04/webby-awards-2023-nominations-complete-list-1235317414/
- Campaign Livehttps://www.campaignlive.com/article/cannes-lions-2023-us-winners-craft-entertainment-categories/1827137
- Ad Agehttps://adage.com/article/special-report-cannes-lions/cannes-lions-2023-kendrick-lamars-short-film-we-cry-together-wins-film-craft-grand-prix/2500636
- Campaign Briefhttps://campaignbrief.com/howatsoncompany-takes-out-independent-agency-of-the-year-good-title-at-cannes-lions/
- "Nominees/Winners | Television Academy"https://www.televisionacademy.com/awards/nominees-winners/2025/outstanding-music-direction