“It’s levels to it, you and I know.”

On Thursday, hip-hop artist Kendrick Lamar and his creative and business partner, Dave Free, ascended to a new level with the launch of a new global creative agency, Project 3.

Deriving its name from the basic foundations of storytelling—the beginning, the middle, and the end—Project 3’s focus is to build brands externally.

Operating under the umbrella of agency pgLang, which the duo formed in 2020, Project 3 will expand creative resources for both corporate and independent businesses.

Its first offshoot is Project 3 Agency, which is described as a full-service agency providing creative direction, content creation, production services, and brand design and strategy.

“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].”

In bringing Project 3 Agency to life, pgLang acquired Frosty, an international creative studio with a global team of 30 members, founded by Greg Stogdon and J.D. Ostrow. The two companies had worked on numerous projects together over the past five years.

pgLang’s most recognized work was Lamar’s halftime performance during Super Bowl 59. The Compton rapper performed a slew of hits and deep cuts like “Humble,” “DNA,” “squabble up,” “Not Like Us,” and more.

Special guests like Samuel L. Jackson, SZA, Grammy Award-winning producer Mustard, and Serena Williams also accompanied him on the stage.

During his performance, Lamar sported a custom, blue Martine Rose leather jacket with “pgLang” embroidered across the back.

Watcher the Project 3 teaser video here.