[© Illustration by: @ekotechapps]

PGLang, Kendrick Lamar’s startup co-founded with filmmaker and record producer Dave Free in 2020, is a creative agency redefining the entertainment industry. In 2025, the company earned a spot at number 15 on the *World’s Most Innovative Companies* list.

This year, PGLang directed and co-produced the Super Bowl halftime show, which became a massive success, drawing a record-breaking 133.5 million viewers—surpassing even the game itself.

2025 is shaping up to be a landmark year for Kendrick Lamar. The GNX Tour with SZA—produced by PGLang and sponsored by Cash App—is already a breakout success. Its opening night in Minneapolis drew over 47,000 attendees and grossed more than $9 million, making it the highest-grossing hip-hop concert in history. With numbers like these, it’s easy to see why PGLang is considered one of the most innovative companies in the world.

PGLang has also ventured into tech, partnering with the company Light in 2023 to release a limited edition of the Light Phone II—further showcasing the company’s diverse portfolio. A year earlier, billionaire investor Ray Dalio appeared in a PGLang commercial, promoting a message of investing in yourself.

PGLang’s success lies in its ability to capture attention—through high-profile productions like the Super Bowl, sold-out tours, and strategic brand collaborations. Also through music, videos, and live events, the company continues to carve out new paths of success for Kendrick Lamar.