Kendrick Lamar and Dave Free’s PgLang Announces Calvin Klein Partnership

Kendrick Lamar and Dave Free’s “multilingual” company PgLang — which launched with few concrete details earlier this year — has unveiled a video partnership with Calvin Klein.

PgLang and Calvin Klein launched the collaboration on Instagram on Wednesday with a series of photos, including a “set list” of eight short videos featuring creatives like Baby Keem, Travis Bennett, Amber Wagner, Ryan Destiny and Keith Powers. The first entry on the list, “SeeU,” starring movement artist Mecca Allah served as a teaser for the full video series, releasing on Thursday at noon EST. The videos are written and directed by music video producer Free, who’s also Lamar’s manager.

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The project will be accompanied by three billboards, located in L.A., West Hollywood, and New York. A Calvin Klein spokeswoman said there would not be a product collaboration, as earlier reports suggested, included with the video series.

Lamar’s forthcoming album is one of the year’s most anticipated music releases. His last album was released in 2017, which earned the rapper a history-making Pulitzer Prize in music. The rapper starred in Calvin Klein’s “In My Calvins” ad campaign in 2016.

The website for PgLang features an erasure mission statement, which describes the company’s focus: “to build stories that are equally accessible and engaging then fitting them within the best media.”

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