Kendrick Lamar returned to social media on Thursday (March 5) with a mysterious announcement: He's launching pgLang, a multilingual, artist-friendly service company alongside his manager Dave Free that's a record label, movie studio and publishing house combined.
It's a language in and of itself, one Free and Lamar selflessly speak with other creatives whom they want to organically partner with. "Our community speaks different languages and breaks formats for the curious," the pgLang website reads.
The visual mission statement found below the website's written one stars rising rapper and Lamar's cousin Baby Keem and Grown-ish actress Yara Shahidi, as the "Orange Soda" artist encourages her to unplug from her phone and stare at the sun with him. The actress gets lost in the same trance as him, as the present greets her.