In a recent press release, Kendrick Lamar and Dave Free shared details behind the launch of their new venture pgLang. The “new multi-lingual, at service company” has been described to be an “at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all.” 

In a statement, Free says, “In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships.” Lamar adds “Selfless. Reset.” to Free’s statement.

The company has released an all-new “visual mission statement” to accompany their recent announcement. Including end music penned by Florence Welch and Kamasi Washington, major stars appear in the visual, such as Jorja Smith, Kendrick Lamar, and Yara Shahidi. One of the first artists to partner with pgLang named Baby Keem, who worked on the “Black Panther The Album Music From and Inspired By,” is also featured in the video.

Feature Image via Stereogum