Kendrick Lamar‘s company pgLang is working with Global Citizen to establish a touring circuit across Africa. pgLang has committed to curating annual Move Afrika shows for the next five years, starting with a Lamar headline show in Rwanda on December 6.
When major U.S. artists announce world tours they rarely, if ever, include shows in Africa on the routing. pgLang and Global Citizen’s aim is to establish infrastructure that would allow African artists and others from across the globe to tour the continent with the same ease as they would in North America, Europe, and beyond.
Speaking to Variety, Global Citizen CEO Hugh Evans did not go into detail as to what exactly this infrastructure will involve but he did stress the importance of job creation, with the aim being to train production, sound, lighting, security, and staging professionals.
“pgLang are going to be involved in every aspect of this initiative,” Evans said. “They’re going to be involved from a musical curation point of view, helping to determine which artists are involved following in Kendrick’s footsteps. But they’re also going to be involved creatively as well, thinking through the creative rollout of the campaigns over the years, the look and feel, and the global broadcast.”
Earlier this week pgLang shared the details of a new cell phone that has intentionally limited functionality. The creative design company has also worked with Converse on a pair of commercials for their Chuck 70 shoe.