Kendrick Lamar is back at it again, but this time, it’s not with a new album—it’s with a brand-new creative agency that’s about to shake up the industry, AdWeek reports. Teaming up once again with his longtime collaborator and business partner Dave Free, the duo just launched Project 3, and it’s got all the makings of a cultural reset.

Let’s be real: Kendrick doesn’t move unless it means something. So when he and Free say they’re building a global creative agency under the pgLang umbrella, best believe it’s not just a vanity play. Project 3 is all about structure, longevity, and real storytelling—the kind that has a beginning, middle, and end (hence the name).

“For us, it was like: How do we build foundational structures for the business so [we] can last long term, versus trying to do too much at once and being bogged down,” Free told Fast Company. “And as we developed, we didn’t want to alienate ourselves from commercial business. We wanted to figure out a way to walk hand-in-hand with these companies and give them information, but also learn as we’re working with [them].”

Translation? They’re building a Black-owned agency that knows how to speak our language and still play in the global sandbox. From creative direction and content creation to brand strategy and production services, Project 3 Agency is giving full-service with flair.

And in true Kendrick fashion, the launch was far from basic. The agency made its entrance by acquiring Frosty, an international creative studio founded by Greg Stogdon and J.D. Ostrow. With 30 creatives spread across the globe, Frosty and pgLang have been vibing for the last five years, working on projects that merge art and storytelling with cultural precision.

If the name pgLang rings a bell, it’s because you’ve seen it embroidered on the back of Kendrick’s custom blue Martine Rose jacket during his Super Bowl 59 halftime performance—a show that had us all screaming “Not Like Us” from the couch. And let’s not forget who popped out for the occasion: Samuel L. Jackson, SZA, Mustard, and Serena freakin’ Williams. Casual.

“It’s levels to it, you and I know.” Kendrick’s words never lie. Project 3 is just another example of what happens when Black creativity is resourced, respected, and released into the world without limits.

Learn more about Kendrick’s newest addition to the culture at www.project3.agency.

Cover photo: Kendrick Lamar’s pgLang Just Launched a New Creative Agency/Photo credit: Peter Yang/Variety