Kendrick Lamar and Dave Free‘s pgLang has partnered with tech company Light to release a new minimalist mobile phone. The new gadget, Light Phone II, will release on Thursday (Nov. 2) and has been dubbed a “phone for humans” due to its lack of third party apps, which often come with tracking technology.
The phone will be devoid of a web browser or color interface, with only 250 phones available for a limited release through the official pgLang website. According to Light’s website, the company differentiates itself from other tech companies by shunning traditional advancements in tech and catering to a more niche market.
“We build all of the tools from scratch to ensure there are absolutely no third party apps tracking you,” reports the company’s official website. “In this time of ‘Surveillance Capitalism’ and the ‘Attention Economy,’ the Light Phone represents a different option. You are the customer, not the product. This is a phone for humans.”
Recording artist Kendrick Lamar performs on the Samsung Stage during day two at Austin City Limits Music Festival 2016 at Zilker Park on October 1, 2016 in Austin, Texas.
Rick Kern/Getty Images for Samsung
Lamar and Free’s venture with Light is the latest partnership pgLang has struck, as the company has previously worked with Calvin Klein, Cash App, Converse, and other brands.
Founded by Lamar and Free in 2020, pgLang is a creative services company specializing in music and visual media production. PgLang has released albums from Lamar’s cousin, rap star Baby Keem, as well as Cali-bred rhymer Tanna Leone, and also has produced several music videos and advertisement campaigns.
“Lamar and Free’s new purpose at pgLang embodies something deeply personal to them,” reads the companies mision statement. “pgLang is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all… In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships.”
Watch the trailer for the Light Phone II below.
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