In 2020, Lamar and longtime collaborator Dave Free (former president of Top Dawg Entertainment) launched a multimedia company, pdLang.
According to its press release, the company “is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all.” The company is “not a ‘record label,’ a ‘movie studio’ or a ‘publishing house.’ This is something new.”
The new entertainment entity has so far collaborated with Calvin Klein on short films and is producing an untitled film by Matt Stone and Trey Parker of “South Park” fame.
On May 2, 2022, the company collaborated with Converse on “pgLang for Converse,” featuring two new sneaker designs.