Fans got a little too excited when Kendrick Lamar posted three cryptic images to his Instagram account. While many fans thought he was releasing new music, he actually was introducing the world to his new company called pgLang.

Lamar and Dave Free launched pgLang which has been described in a press release as “a new multi-lingual, at service company.” The press release also says that, “pgLang is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all.”

In a statement, Free said, “In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships.” Lamar added, “Selfless. Reset.”

Lamar shared three different photos of logos for the company and linked fans to the pgLang website. On the website, there is a visual mission statement video that’s directed and written by Free. Yara Shahidi, Jorja Smith, Baby Keem, and Kendrick Lamar make appearances in the video. There are also T-shirts, hoodies, and long-sleeved shirts that fans can purchase, ranging from prices of $40 to $100.

The website also listed the company’s mission statement. “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,” the mission statement read. “Stories that speak to many nations, many races, and many ages. That is why our writers, singers, directors, musicians, and producers break formats when we build ideas and make them real for the curious.”

The mission statement continued, “Putting round pegs through square holes is not a process, but we embrace the idea of anarchy and challenges that make us stronger. pgLang is focused on using our experiences, and nurturing our many collaborators, to build stories that are equally accessible and engaging then fitting them within the best media. We are creators – pgLanng.”

Check out the pgLang logos that Kendrick Lamar posted to his Instagram account below.