pgLang

Name

pgLang

Legal name

pgLang

Website

https://pg-lang.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Creative Services and Brand Partnerships: pgLang provides creative services including content direction, filmmaking, and artistic partnerships for fashion brands (Calvin Klein, Bottega Veneta, Chanel, Converse, Louis Vuitton), music projects, and media publications.
2. Merchandise Sales: The company sells branded merchandise directly through its e-commerce platform including apparel (hoodies, t-shirts), lifestyle products (pgLang Light Phone), and limited edition collaborations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

pgLang is a multi-disciplinary creative agency providing artistic direction, filmmaking, music video production, brand campaign development, and content production for fashion/luxury brands (Calvin Klein, Chanel, Bottega Veneta, Louis Vuitton, Converse), music artists (Kendrick Lamar, Baby Keem), and media publications (The New York Times Magazine, i-D). The agency also operates a direct-to-consumer e-commerce storefront selling branded merchandise including apparel, accessories, and limited-edition collaborations.

Product overview

pgLang is a creative agency founded by Dave Free and Kendrick Lamar, designed to be artist-friendly above all else and embrace both quality and unconventional concepts. The company operates as a multi-disciplinary creative studio producing music, films, campaigns, and branded merchandise. The product portfolio consists of branded merchandise offerings including pgLang Light Phone, Not Like Us Low Riders, pgLang LA Hoodie, pgLang LA Tee, Not Like Us Fried Rice, and as luck would have it - all sold through the company's direct-to-consumer product store. The company is known for producing music releases, music videos, short films, fashion campaigns, and live events for artists including Kendrick Lamar, Baby Keem, and various luxury brand collaborations.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Agency Services Full-service creative agency providing artistic direction, filmmaking, music video production, brand storytelling, and content production for fashion houses, music artists, and media publications. Clients include Calvin Klein, Chanel, Bottega Veneta, Louis Vuitton, Converse, Kendrick Lamar, and Baby Keem.
• pgLang Light Phone A branded phone product collaboration featuring pgLang branding, sold through the company's direct-to-consumer product store.
• Not Like Us Low Riders Branded merchandise featuring low rider car imagery with Not Like Us branding, sold through the company's product store.
• pgLang LA Hoodie Branded apparel - LA-themed hoodie featuring pgLang branding, sold through the company's product store.
• pgLang LA Tee Branded apparel - LA-themed t-shirt featuring pgLang branding, sold through the company's product store.
• Not Like Us Fried Rice Branded food merchandise featuring Not Like Us branding, sold through the company's product store.
• as luck would have it Branded merchandise product with pgLang branding, currently sold out.

Quantifiable outcome

• 5 Grammy wins for 'Not Like Us' in single ceremony (2025)
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Global CitizencoreStrategic or Co-development Partner · 2 November 2023pgLang announced 'Move Afrika' with Global Citizen as a long-term vision partnership focusing on cultural and social impact initiatives.
• ConversecoreStrategic or Co-development PartnerpgLang began design collaboration with Converse in March 2020. The 'Attain Now' campaign released products that sold out. The collaboration represents a key fashion partnership for the agency.
• Calvin KleincoreStrategic or Co-development PartnerpgLang created eight short films written and directed by Dave Free for Calvin Klein, depicting a modern approach to immersive fashion storytelling.
• Park CountyminorStrategic or Co-development PartnerpgLang x Park County announced a live-action comedy depicting a young Black man interning as a slave re-enactor at a living history museum who discovers his white girlfriend's ancestors once owned his.
• ChanelcoreGTM or Marketing PartnerKendrick Lamar served as brand ambassador for Chanel. pgLang serviced 'The Button' campaign written and directed by Dave Free and scored by Kendrick Lamar.
• Bottega VenetacoreGTM or Marketing PartnerDave Free creative partnership with Bottega Veneta for brand campaigns.
• Louis VuittoncoreGTM or Marketing PartnerpgLang worked on campaigns for Louis Vuitton featured at The Louvre in Paris, France.
• The New York Times MagazineminorStrategic or Co-development PartnerpgLang produced editorial content for The New York Times Magazine.
• i-D MagazineminorStrategic or Co-development PartnerBaby Keem and Kendrick Lamar cover of i-D Magazine's 40th Anniversary issue with photography by Glen Luchford and introspective interview.
• Project 3 AgencyminorStrategic or Co-development PartnerProject 3 Agency collaboration mentioned alongside pgLang creative work.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pulse Films: Premium production and creative studio producing music videos, films, and branded content for top music artists and global brands. Closely comparable to pgLang in its music-video-and-brand-campaign mix for high-profile artist clients.
• Donda Creative / Yeezy: Kanye West's artist-led creative and fashion enterprise producing music, design, and brand collaborations. Comparable to pgLang in structure (founder-driven creative house with DTC merch and high-end fashion crossovers), though operating at a much larger scale.
• Cactus Jack (Travis Scott): Travis Scott's artist-led brand encompassing music, creative direction, merchandise, and high-profile collaborations with luxury and streetwear brands. Direct peer to pgLang in the artist-as-creative-collective model that monetizes through fashion/luxury partnerships and limited-edition DTC.
• XO / The Weeknd's Creative Operations: The Weeknd's artist-led label and creative brand spanning music releases, content production, and limited-edition fashion collaborations. Comparable to pgLang as a peer-tier artist-led creative organization in the same cultural and commercial orbit.
• Anonymous Content: High-end creative production company representing directors, writers, and talent, producing films, branded content, and campaigns for luxury and entertainment clients. Compares to pgLang as a prestige creative shop whose value is built on relationships with marquee directors and cultural talent.
• Mass Appeal: A multi-disciplinary creative and media company that bridges music, film, fashion, and culture, with a similar artist-friendly ethos to pgLang. It produces editorial, films, and brand campaigns for music talent and cultural figures, mirroring pgLang's hybrid creative-services-plus-merch model.
• Parkwood Entertainment: Beyoncé's artist-led management, creative, and production company spanning music, visual content, fashion, and brand partnerships. Directly comparable to pgLang's structure: founder-artist plus a creative-services-plus-merchandise operating model serving premium brand clients.
• OVO Sound (October's Very Own): Drake's artist-led label, creative, and lifestyle brand with music releases, brand collaborations, and direct-to-consumer merchandise. Comparable to pgLang as an artist-driven creative and DTC venture operating at the intersection of music and fashion/luxury.

Broad incumbents

• Wieden+Kennedy: Major independent creative advertising agency producing award-winning work for Nike, Coca-Cola, and other global brands. A broad incumbent peer to pgLang in the high-end creative/advertising category, though Wieden+Kennedy operates at significantly larger scale across non-music verticals.
• Roc Nation: Jay-Z-founded entertainment company spanning artist management, label services, sports representation, and creative/branding. Comparable to pgLang as an artist-led multi-vertical creative and management business, though considerably broader in scope (talent management, sports, philanthropy).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/pgLang
• Instagraminstagram.com/pglang

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about pgLang