Kendrick Lamar and frequent collaborator Dave Free have released details of a new company, pgLang, that – according to a statement made at its public unveiling – is not a “record label”, a “movie studio”, or a “publishing house”. Instead, pgLang is billed as “a new multi-lingual, at service company”.

“pgLang is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all,” the statement continues, as reported by Hypebeast.

A sort of manifesto has also been published on the company’s website, reading: “Our community speaks music, film, television, art, books, and podcasts – because sometimes we have to use different languages to get the point of our stories across.”

Alongside this comes a “visual mission statement”, written and directed by Dave Free and starring Kendrick himself, alongside Dazed 100ers Jorja Smith and actor Yara Shahidi, and Baby Keem.

The video’s end music, meanwhile, comes courtesy of Florence Welch and Kamasi Washington.

It’s not entirely clear what else is in the works at the company just yet, but so far it definitely seems like one to keep an eye on.