Dave Free and Kendrick Lamar have a long-standing partnership that spans nearly two decades. As co-founders of pgLang, Free and Kendrick have collaborated on various projects, with Free recently co-directing Kendrick’s latest music video for “Not Like Us.”
In a recent interview with Elephant, Free was asked about the company’s “formula for success.” He was quick to explain their process, stating that either he or Kendrick will come up with an idea, sometimes inspired by their staff, and then they will work together to create a system around that idea to make it self-sufficient.
The key factors they consider are impact, influence, financial stability, the ability to challenge and engage people, and the capacity to tell a compelling story. They continuously refine and develop the idea until they reach a point where they can’t find any more flaws in it – a process they refer to as “break and repeat.”
Once they are confident in the idea, they are ready to share it with the world. This meticulous approach is applied to everything they do, ensuring that each project is thoughtfully crafted and meaningful. Dave Free and Kendrick Lamar’s dedication to creativity and excellence is evident in their collaborative work and continues to inspire others in the industry.