Why Kendrick Lamar Wants You to Use a Phone that is Not Very Smart

pgLang is still a mystery. The company, founded by Kendrick Lamar and Dave Free in March 2020, operates on its own terms and tempo, with a code that only insiders can crack. Music is clearly a major part of their vision, with Kendrick leading the way and artists like his cousin Baby Keem joining him, but what else? They seem to have a wide range of interests and possibilities. Lately, they have been dropping some hints about their activities, such as a mood board that invites careful examination, from which one might infer their goals and moves. After releasing some shorts last week, mostly to promote their new collaboration with Converse, today they reveal another piece of the pgLang puzzle: their partnership with the tech company Light for a new minimalist phone. What makes this phone more appealing than the latest Apple gadget or whatever? The attraction is that, unlike most modern phones, it is not very smart. As the press release states: “The Light Phone II is a premium, minimal phone designed to be used as little as possible. Built with the essential utility of our modern smartphones without the distractions, the Light Phone II is ‘just a phone.’” According to the FAQ on Light’s Web site, the basic model Light Phone II supports phone calls and text messaging (no images allowed) and comes with an alarm. And that’s all—users can add a few more features, but the phone “will never have social media, internet browsing, email, news, or ads.”. It is not uncommon for rappers and other entertainers to reduce distractions and pursue simpler—or some might say, nostalgic—ways of living. I once heard that Jay-Z still prefers pagers and flip-phones, reminiscent of his hustling days. Seth Rogen likes to write scripts on a laptop with no Wi-Fi connection. And so on. If avoiding Instagram and Twitter every minute is a key to creating flows as unique as Kendrick’s or visuals as fresh as Dave’s, then maybe it’s worth a shot? But, also: If the brief glimpse we get of it in the announcement video is any indication (no photos were available at press time) it’s just a really cool looking phone. And who knows—maybe new Kendrick might get sent to it one day before all the streaming services, and you’ll be wishing you had a Light Phone while a lucky few get to enjoy his latest masterpiece ahead of time. The pgLang Light Phone II dropped Nov 2.