On March 5, 2020, Kendrick Lamar and Dave Free announced the launching of pgLang, which is described as a multilingual, artist-friendly service company.[234][235] In a press release, Dave Free claimed that the company "is not a record label, a movie studio, or a publishing house. This is something new. In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships."[236] The announcement also featured a "visual mission statement," a four-minute short film starring Lamar, Baby Keem, Jorja Smith, and Yara Shahidi.[237]