Baby Keem isn’t credited as a co-founder of pgLang, but he has been a face of the brand. Keem has starred in all of the visuals for the company so far, and he’s the first solo artist who has shared his own music through the company. Both of his 2020 singles “hooligan” and “sons & critics freestyle” were released under pgLang in September 2020. He has also spoken about his involvement with the company and his relationships with Dave Free and Kendrick (who is rumored to be his cousin). In June 2020, he told Crack Magazine that Kendrick and Free were helping a lot with his creative vision. “[They are helping with] everything. Me as a whole, Baby the artist, Hykeem Carter. Everything, every aspect,” he said. “They’re my guys, that’s my team. That’s my life.”

In pgLang’s launch day statement, Keem also said, “Astronaut ideas. That is what I call the shit that I know I want but that stand alone. You know? Like, not everything has to ‘make sense’ to me in a rational way. This is how my mind stays fresh, by letting myself have my astronaut ideas and developing them even though it might confuse anyone else.”