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Former Top Dawg Entertainment President Dave Free’s next venture since leaving the label in 2019 has been revealed — and it’s a collaboration with his longtime homie, Kendrick Lamar.

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On Thursday (March 5), the rollout for a company titled pgLang commenced, complete with a colorful visual mission statement featuring cameos from Kendrick, Baby Keem, Jorja Smith, Yara Shahidi as well as new music from Florence Welch and Kamasi Washington.

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Genius also reports the opening song is a duet between Kendrick and Keem titled “Jump 2.”

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While the multi-layered presentation never directly explains the company’s overall purpose, pgLang’s official website offers a manifesto.

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.

We are creators.

Baby Keem also shared plenty of materials on Instagram, including a spread in the Los Angeles Times where Kendrick was quoted saying, “Selfless. Reset.”

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The pgLang Times.

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Watch the visual premiere of pgLang down below.

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