Kendrick Lamar acquires creative agency.
Why not a design office? :(
Doing some quick IG browsing, I get a BOF post about Kendrick Lamar new acquisition of global creative studio Frosty Inc, now called Project 3.
I think I read something about PgLang, at one point. Not surprised Kendrick funded a company like this though. He has always been an original thinker. A talented visionary. Building your own platforms and tools is the only way to actually create true artistic and high end execution. I am sure they are only employing the best over at PgLang, the trust worthy. Now with Project 3, I am really excited to see what comes next.
There latest video release is smart, well written, acted, and edited. Well done.
Directed by Jack Begert. Written by Jack Begert and Dave Free.
How interesting to go from frosty, which is a great name. To Project 3 Agency. I am just speculating but I am sure the name change came with a nice check. I am sure everyone at Frosty was toasty.
I feel older generations will still use the “agency” approach and identity that comes with saying it. The word it self has positioned it self so well over decades. Everyone knows what an agency does at some levels. I still have to explain to certain people not just older folk, that I have a publicity agency. At least here in Mexico they wouldn’t understand this whole post, about a rapper buying a global creative studio. That gibberish to them.
When I explain to people that I have an office, it doesn’t quite land like agency. We are not saying that agency is bad, but we just felt more comfortable doing our own operating system. Just like Kendrick. No joke, we do have a shared Figma file at the office that maps out our operating system. I am sure many have figured this out before, but it is hard running creative operations, without a system. I love that we are an office, it fits to our current vision to elevate the standard of what we do from the individual to the collective.
What am I trying to say?
Everyone is an office. The individual at a workplace is a mini walking office. All the offices come together to build a system.
Our phones with a.i and apps are now powerhouses. The pace of this reality went up. Having agency is base line. Executing an office might be standard. Time will tell how this forcast lands, but I predict we will see a rise in individual offices, freelancers working with office standards, and everyone being more organized digitally. As director of my own design office I am constantly weighting the odds of how people view and fall for design in the consumer sense. We seem to be trapped between buying for function and buying for pleasure. It is extremely hard not to. As a designer it is also hard not to want to create for such a hungry buyer.
Well end it here, and I’ll see you in the comments.
See you at the office.
LUi.