After reaching a certain level of fame, a lot of rappers often go on to lend their creativity to a diverse array of products. Ranging from clothing and accessories to limited-edition merchandise, artists leverage their influence to not only foster their relationship with fans, but to also develop new streams of revenue or showcase their prowess in uncharted territories that have long piqued their interest. Seeing your favorite MC dabble into fashion is all but an anomaly; in fact, many have proven to be just as successful at designing as they are writing bars. Yes, we’re obviously referring to Kanye West.
One rapper has decided to against that trend though by venturing into the world of electronics. And that artist no one other than Kendrick Lamar, who recently released an unconventional cellular device that seeks to bring mobile phones back to their basic purpose. Dubbed “pgLang Light Phone 2,” the mobile phone was developed in collaboration with American filmmaker Dave Free and tech firm Light.
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Presented as a less intrusive and more pragmatic alternative to smartphones, the minimalistic device serves only essential functions like calling, texting, and setting alarms. Users can also opt for other add-on apps such as a music player, a notepad, a sat-nav, as well as a calculator— and that’s basically it. Purposefully designed to streamline digital interactions and minimize distractions, the phone caters to all those seeking simplicity and functionality in today’s tech-saturated world.
Only 250 units, retailing at $299, were released on the limited-edition phone’s launch on Nov. 2. As anticipated, the device sold out within hours after hitting shelves, which is not very surprising given how popular “dumb phones” are amongst younger generations. Of the renewed interest in “brick phones” among some individuals reflects a desire to reduce dependence on new technologies and break away from the constant connectivity of smartphones.
In fact, phones such as the NOKIA 3310 have experienced an unexpected surge in sales driven by the belief that forgoing smartphones enhances privacy by reducing the risk of hacking and data breaches.
Having well understood the desire for a more basic and focused mobile experience, Lamar’s debut phone release transcends commercial success, resonating as a cultural statement. In a world where celebrities often design products for profit, the 36-year-old’s venture feels refreshingly genuine, reflecting an authentic commitment to meeting the evolving needs of his audience.
