Kendrick Lamar’s new agency boosts Calvin Klein’s cultural credibility

play hard to get

It’s safe to say that Kendrick Lamar is one of the most successful and critically acclaimed hiphop artists of our generation. He even won a Pulitzer Prize. Every one of his releases is followed by numerous awards and a big fat silence. After all, Kendrick is a master at making himself scarce.

In March 2020, the Compton-born rapper posted a cryptic picture on Twitter and Instagram with the word “pgLang”. The post resulted in a mystery that fans wanted to solve. Social media activity by Kendrick is so rare that it seemed safe to expect something exciting behind the cryptic message.

While fans are still waiting for a new album, Kendrick seems to be working on something entirely different. pgLang is an agency. Last week, it revealed its first ad campaign with Calvin Klein.