pgLang: A New Era of Minimalism, Culture, and Creative Advertising

When I think about the trailblazers who’ve fused hip-hop culture with marketing, Steve Stoute immediately comes to mind. Back in college, I remember studying various advertising campaigns his agency Translation created for the NBA and other notable brands like Nike and Apple.

Stoute recognized something that few others did: hip-hop wasn’t just music—it was a cultural force, a voice that brands could use to connect with people in a way that felt authentic. He saw that by embracing hip-hop’s boldness and honesty, brands could build meaningful relationships with consumers, a vision that truly changed the advertising game.

Fast forward to today, and I see pgLang —Kendrick Lamar and Dave Free’s brainchild—as the next evolution of this movement. While Stoute laid the groundwork for hip-hop's cultural infiltration into advertising, pgLang is now redefining what it means to disrupt the industry. Where others are stuck playing checkers, pgLang is playing chess—turning conventional wisdom on its head and transforming what it means to market through culture.

The Genesis of pgLang: A Vision Beyond Advertising

pgLang wasn’t born out of a mere desire to create an agency—it was an evolution. Kendrick Lamar and Dave Free saw an opportunity to reimagine what advertising could be. They weren’t just looking to push products or build campaigns; they were looking to change the rules, to give brands the tools to communicate authentically within the cultural landscape.

In an industry still obsessed with formulaic solutions, pgLang’s vision has always been more radical—fusing music, film, and art into marketing to tell stories that resonate deeply with people, not just consumers. This was a deliberate move to do more than advertise; it was about building a cultural bridge.

Redefining Brand Relationships: Culture Over Commerce

What truly sets pgLang apart is their understanding that the best brand relationships aren’t built on transactions—they’re built on trust, authenticity, and cultural relevance. While most brands continue to fall into the trap of flashy, transactional campaigns, pgLang takes a different path.

Every campaign they produce feels less like a sales pitch and more like an invitation to join a conversation. Today’s consumers aren’t looking for gimmicks; they’re looking for brands that understand the cultural currents they navigate. With pgLang, it’s not just about selling products—it’s about engaging with culture in a way that feels organic, not opportunistic.

Cash App Campaign: Bridging Finance and Culture

Take pgLang’s recent campaign for Cash App, featuring Ray Dalio, as a perfect example of this new approach. The ad tells the story of a man who loses his savings on a potential investment in a barbershop, which he lost in a game of dice, hoping for a quick win to double his money. Enter Ray Dalio with simple, impactful advice, in short telling him the greatest investment he can make is in himself.

Personally, I feel a strong connection to this creative direction, given that I’ve been reading Dalio’s Principles for the past five years. Seeing him actively involved in this campaign and its narrative made the message resonate even more deeply with me.

This campaign wasn’t just about promoting financial literacy—it made complex financial ideas accessible by grounding them in everyday culture.

Like Steve Stoute, who broke down barriers and showed brands how to speak the language of hip-hop, pgLang proves you don’t need to shout to be heard. They’re leading the charge in a new direction—one where authenticity and culture aren’t just elements of the campaign but its very foundation.

Chanel Campaign: "The Button"

This vision extends seamlessly into their work in high fashion, as seen in pgLang’s collaboration with 香奈儿 . In The Button, Kendrick Lamar and Dave Free blended music, film, and fashion in a groundbreaking way, creating a short film that debuted at Chanel’s Spring/Summer 2024 Haute Couture show. Rather than leaning into the traditional glamour of runway shows, pgLang made high fashion feel as accessible as the culture it draws from.

Looking Ahead: The Future of Advertising with pgLang Leading the Way

With their finger firmly on the pulse of culture, pgLang isn’t just reacting to trends—they’re predicting and shaping them. As the boundaries between culture and commerce blur, pgLang’s unique ability to merge storytelling with strategy is setting the stage for the future of advertising. In an era where consumers demand authenticity, they are proving that the best way to connect with people is through meaningful, culturally relevant narratives—not flashy, superficial campaigns.

The future of advertising, with pgLang leading the charge, won’t look like anything we’ve seen before. It’ll be more intentional, more thoughtful, and more integrated into the cultural fabric. Gone are the days of oversaturated, transactional marketing; we’re entering a new era where advertising is about connection, not just selling.

Kendrick Lamar’s GNX: A Masterclass in Minimalism and Marketing Genius

This philosophy is on full display with Kendrick Lamar’s surprise release of GNX. In a world where marketing campaigns are often defined by oversaturation and constant content churn, pgLang took the opposite approach. The teaser for GNX was a masterclass in minimalism—one minute, one frame, one enigmatic teaser video. And that was all it took to ignite a fervor.

Where others would have bombarded audiences with content, pgLang relied on subtlety and restraint. It wasn’t about overwhelming fans with information; it was about creating just enough intrigue to leave them craving more. This isn’t just marketing—it’s a strategic lesson in building anticipation. pgLang understands that in today’s landscape, less is more. They’ve turned the art of restraint into a marketing tool, proving that sometimes the most powerful messages come from what’s left unsaid.