TDE rapper Kendrick Lamar and music video producer Dave Free have announced the launch of their next endeavor, a mysterious new project called pgLang. Here’s how the company describes itself on its website:

“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 f 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.

We are creators” – pgLang.

The written mission statement is accompanied by a four and a half minute “Welcome to pgLang” visual mission statement starring Baby Keem, Yara Shahidi, Kendrick Lamar, and Jorja Smith.

The company also took over the front cover of today’s Los Angeles Times. The newspaper includes a “Selfless. Reset.” quote from Kendrick Lamar, along with an explanation from 19-year-old hip-hop artist Baby Keem, “There isn’t anything to explain. It is what it is. It’s all self-explanatory. You’ll see.”

Check out photos from today’s LA times below and scroll down to see the available pgLang merch, including a white “At Service” tee, a heather grey “Woodmark” long-sleeve, and a cream “Language” hoodie.. Keep an eye on pg-lang.com for more info.

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