Kendrick Lamar very rarely posts on social media, but he shook sh*t up today, March 5, as he announced the launch of pgLang, an "at service" media company.

But first, he deleted all the photos on his Instagram page, throwing fans into a frenzy, of course.

https://twitter.com/SHREKRAP/status/1235630311310004225

https://twitter.com/Jaywop6/status/1235634563357061120

Kenny then shared three different logos for the company and changed his bio on both Instagram and Twitter to reflect his entrepreneur status. "Founder @pg.lang an at service company," they read.

https://twitter.com/kendricklamar/status/1235630648804560896

Kenny's co-founder is Dave Free, former president of Top Dawg Entertainment, the Los Angeles-based label that represents Kendrick as well as SZA, ScHoolboy Q, Jay Rock and others.

In his posts, Kenny directs people to the official pgLang site. There we find a video written and directed by Free and executive produced by Kenny himself. The video highlights a wide range of environments and feelings, from the peacefulness of a lush field to the gritty streets of New York, and stars Baby Keem, Yara Shahidi, Jorja Smith and Kendrick. There's also a snippet of an unreleased Keem song, "Jump 2," spliced in.

https://www.youtube.com/watch?v=Wtq0WaTLTEo&feature=emb_title

The site also presents a mission statement that slowly disappears upon each refresh. It positions the firm as a community initiative focused on empowering various forms of creators and their preferred medium. "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," it reads.

https://twitter.com/DatPiff/status/1235634618797150208

In a statement to Complex, pgLang is described as "a new multi-lingual, at service company. It is not a 'record label', a 'movie studio', or a 'publishing house.' This is something new. Lamar and Free’s new purpose at pgLang embodies something deeply personal to them."

“In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships,” Free says.

https://twitter.com/babykeem_/status/1235671091512659968

There's some clean merch available, too. A $40 white t-shirt, a $60 gray long sleeve and a $100 cream hoodie. You can get a taste of the pieces below.

Can't wait to see what kind of 🔥 comes from Kenny, Free and pgLang.