Business Audit: pgLang Creative Strategy and Kendrick Lamar’s "Squabble Up" from GNX

Written By Frank Denbow

Introduction

This business audit focuses on pgLang’s creative output and its integration with commerce for Kendrick Lamar’s single “Squabble Up” and the album GNX. pgLang, co-founded by Kendrick Lamar and Dave Free, is a multi-disciplinary creative platform that merges music, visual storytelling, and cultural innovation. Its ethos of pushing boundaries while maintaining an intimate, human connection makes it uniquely positioned to amplify this release.

With “Squabble Up” as the centerpiece, this audit outlines opportunities for pgLang to combine immersive content, innovative merchandise, collectible art, and experiential activations, creating a cohesive strategy that drives engagement and revenue while reflecting pgLang’s distinct identity.

Content Strategy: Elevating Kendrick Lamar’s "Squabble Up"

1. Immersive Visual Storytelling

  • Lyric Videos:

    • Develop visually striking lyric videos for "Squabble Up" and GNX tracks. Each video pairs Kendrick’s powerful words with surreal visuals, enhancing the audience's connection to the music.

    • Chop these videos into 8–15 second reels for Instagram, TikTok, and YouTube Shorts to drive viral engagement.

  • 3D Animated Concepts:

    • Bring GNX’s themes to life with 3D animations exploring conflict, resolution, and personal growth.

    • Incorporate recurring elements such as a visual motif (e.g., shattered mirrors or boxing gloves) to unify the album’s storytelling across content.

  • Dance Challenges:

    • Partner with TikTok creators like Kida The Great to choreograph moves for “Squabble Up.” Release the challenge immediately post-launch to maintain momentum.

With my mocap suit the 3d model motion will be smoother.

Interactive Experiences:

  • Build an immersive web-based lyric experience where fans can interact with the lyrics, explore annotations, and watch embedded videos. Tie this experience into merch promotions for a seamless user journey.

Commerce Strategy: A Multi-Tiered Approach

1. Apparel & Accessories

  • Lyric-Based Merch:

    • Highlight key lyrics as wearable art.

      • Example: "I Feel Good, Get the Fuck Out My Faaace" in bold, distressed typography on oversized tees.

      • “Squabble Up” Collection: Boxing-themed visuals like gloves, ropes, and abstract representations of conflict and growth.

    • Use muted tones, such as earthy reds and blacks, to match pgLang’s minimalist aesthetic.

  • Functional Items:

    • Tote bags, caps, and notebooks featuring GNX designs or Kendrick’s symbolic lyrics.

  • Exclusive Drops:

    • Limited-edition collaborations with high-end streetwear brands, offering unique takes on pgLang’s visual style. You can do your own cut and sew items that are pre-order only.

Boxing-Themed Collectible Items:

  • Oversized play boxing gloves featuring “Squabble Up” branding to encourage fun, social engagement through play fights at events or in fan-generated content.

    • Include QR codes on the gloves to link fans to exclusive “Squabble Up” playlists or behind-the-scenes videos.

  • A boxing robe collection with embroidered lyrics or GNX branding, offered as premium items.

  • Punch Mitts & Training Bags: Decorated with pgLang and GNX graphics, merging functional fitness with fandom.

  • Interactive Merch Features:

    • Merch bundles with playful boxing props (e.g., collectible gloves and robes) can also serve as engagement tools at live events and pop-ups.

    • Host play-fight corners at pop-ups, where fans wearing the gloves can “squabble” with each other while showcasing their favorite merch.

2. Merch Sizing Shops: A Mini Photo Op & Experiential Hub

  • What They Are:
    Small, interactive retail spaces where fans can feel the quality of pgLang merch, explore sizing, and engage with the “Squabble Up” themes through photo-worthy installations. Inspired by pop-up concepts like the Museum of Ice Cream, and observing user purchasing behavior while supporting Fourthwall at events like Athlos, these shops combine practicality with an immersive fan experience.

  • How It Works:

    • Fans scan QR codes linked to product pages for online ordering with discount incentives (e.g., Free shipping or exclusive items).

    • Include dynamic, on-brand displays to showcase lyric videos, animations, and unreleased content.

  • Photo Op Corners:

    • Oversized Boxing Ring Setup: Fans step into a mini boxing ring with play boxing gloves and branded robes to recreate “Squabble Up” themes.

    • Lyric Wall: Neon-lit wall featuring key GNX lyrics for Instagram-worthy selfies.

    • Immersive Projection Booth: Small, enclosed space where animated visuals of lyrics and GNX-inspired imagery loop around visitors.

    • Photo Booth: Themed overlays in self-serve booth with photos / gifs / boomerangs texted (we own one)

  • Efficient Operations:

    • One-Person Staffing: Minimize costs by operating each shop with a single staff member.

    • Open long hours to maximize accessibility.

    • Activate in 10 key cities like Los Angeles, New York, Atlanta, Chicago, Houston, and more.

  • Gamified Incentives:

    • Spin-to-win station offering additional discounts, free shipping, or exclusive items like stickers or mini posters with their orders.

    • Encourage social sharing by promoting branded hashtags and contests tied to the installations.

3. Collectible Art

  • Limited-Edition Figurines:

    • PVC figurines inspired by Kendrick Lamar’s personas in GNX, such as a fighter from “Squabble Up” or an abstract character representing the album’s themes.

      • Standard Line: Accessible figurines priced for fans.

      • Premium Line: Larger, intricately designed figurines for collectors, sold with certificates of authenticity.

  • Album Art Prints:

    • Limited runs of high-quality art prints featuring GNX visuals, signed by Kendrick Lamar or pgLang collaborators.

  • Vinyl Packaging:

    • Deluxe vinyl releases with collectible inserts, such as lyric books, mini posters, or exclusive artwork.

  • Boxing Collectibles:

    • Mini boxing glove keychains or desk accessories featuring GNX artwork.

    • Limited-edition signed boxing gloves used in marketing campaigns or live events.

Key Metrics to Measure Success

  1. Content Engagement:

    • Shares and comments on lyric videos, 3D animations, and dance challenge posts.

  2. Merch Revenue:

    • Volume sold and average order value, particularly for exclusive drops and collectible items.

  3. Fan Retention:

    • Growth in email signups, CRM data, and repeat purchases.

  4. Physical Activation Impact:

    • Foot traffic and conversion rates at Merch Sizing Shops.

Conclusion

pgLang and Kendrick Lamar’s "Squabble Up" offer an opportunity to redefine music marketing and merchandising. By combining immersive content, wearable lyric art, experiential shopping, and collectible pieces, pgLang can create a holistic fan experience that sets new benchmarks for creativity and commerce. This strategy ensures that every lyric, visual, and product ties back to the essence of the music, amplifying its cultural impact.

Frank Denbow
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