In a conversation with Elephant Magazine, the pgLang co-founder, Dave Free, reopens the creative process and the success formula for this new innovative company set apart by him and Kendrick Lamar. Based on its uniquely creative way of imagination and telling, pgLang has shown to be that one company amidst the entertainment industries and seems to exude freshness in ideas. Let’s see the exciting details from the interview and really get it: what makes pgLang tick?
pgLang, founded by Kendrick Lamar and Dave Free, is anything but an advertising agency. The multi-disciplinary platform was born in 2020 to explore new ways of storytelling and engaging audiences. In short, pgLang means raw expression and avant-garde; it’s a powerhouse that fuels creators from fields like music, cinema, visual arts, and many more. In his interview with Elephant Magazine, Dave Free let readers in on precisely how the creative engine of pgLang runs:
It’s just a really simple, powerful spark of an idea at pgLang that begins the whole creative process.
“It all starts with a moment of inspiration,”
Dave Free says. That can be as small or big as Kendrick Lamar himself or anybody else within the pgLang team—something where everybody’s voice matters. Free says,
“We tell everyone to share your ideas, no matter how big or small.”.
“It’s this open environment which allows us to generate the best concepts.”
After an idea begins to take shape, pgLang builds a system around it that guarantees its success. This requires a lot of planning and structural attention. Dave Free calls this
“building a framework that makes the idea impactful, influential, and sustainable.”
The team is dedicated to making sure that each project not only gives birth to something creative but also makes business sense and engages viewers to a great extent. As Free says,
“We want our work to speak to people on a personal level while making a real difference in the world.”
pgLang is known for its rigorous evaluation process.
They are also always asking themselves, “Does it move you? ” It is the near central question to which they are answering in their philosophy of imagination. Dave Free says his group’s way of working involves a working cycle: “break and repeat.” This is when they polish and nibble until they come out perfect.
“If something doesn’t hit us emotionally, we keep working on it until it does,”
Free says. The approach ensures that only the very finest ideas make it through to the end.
One among the most singular aspects of the culture at pgLang, though, is its “no yapping” policy. The bottom line here sometimes comes down to doing and not talking. According to Dave Free, such a policy does help an idea take shape regarding keeping momentum and ensuring the mere translation of words into projects.
“We are action people and like making things happen,”
says Free. Artists or creators within pgLang are treated independently like start-ups—owning their brands and engaging with the industry in that respect.
Long-term work is the ultimate goal for pgLang. Innovation, pushing boundaries—these are the linchpins in the mission of the company. Reflecting on this very point, Dave Free says,
“We want our projects to challenge the status quo and offer something new to the world.”
That could be in the form of thought-provoking music,thouse films, or compelling art—just some of the ways through which pgLang envisions leaving its mark on the creative landscape.
Grassroots partnerships with the aim of helping complete, raw, honest self-expression come to life best describes the very core of pgLang’s mission. They are focused on breaking formats and telling stories that impact diverse audiences. Free says,
“We empower storytellers who imbibe our music, film, television, art, books, and podcasts. We want to foster a space where real bold and innovative ideas can truly take off.”.
The vision remains only work that is impactful and groundbreaking as pgLang continues to grow. With a commitment to innovation and creativity, they are about to pioneer new frontiers in the creative industry. Dave Free teases future projects, saying,
“We have some amazing things in the pipeline. We’re always finding ways to surprise and elevate our audience.”
