GUNNA IS BUILDING HIS OWN EMPIRE! RAPPER LAUNCHES SB THE LABEL WITH ATLANTIC MUSIC GROUP BACKING

Atlanta rapper Gunna is stepping into a new chapter of his career, and this time, he’s not just focused on making hits. The rapper has launched his own record label, SB THE LABEL, in partnership with Atlantic Music Group, expanding his role in the music industry from recording artist to music executive. The announcement, made on October 9 and covered by music industry publications on October 12, marks a major business move for the Atlanta star. Gunna will serve as the label’s chief executive officer, giving him a leadership role in developing talent and shaping the company’s direction. Rather than building the venture around his own music alone, he’s introducing a roster of emerging Atlanta artists who could become the next names to watch in hip-hop. The partnership with Atlantic Music Group also gives the new label a connection to an established music company, although the financial terms of the agreement have not been publicly disclosed.

The label’s first three signings are Casper Bluff, Nechie, and Dracc. Nechie has previously collaborated with Gunna, including an appearance on the track “i can’t feel my face” from Gunna’s 2025 album The Last Wun. Dracc is known for the underground track “P Star.” Bringing these artists together under one banner gives SB THE LABEL an initial identity rooted in Atlanta’s hip-hop scene, while their future releases will help determine how the roster develops. Gunna paired the business announcement with the release of his new single, “pop it,” on October 9. The song is expected to appear on his upcoming album, Splurge, although an official release date for the project has not been announced in the reporting reviewed for this article. Connecting a new label launch with fresh music gives Gunna an opportunity to introduce his executive ambitions while keeping listeners engaged with his own recording career.

The accompanying music video adds another recognizable name to the rollout: professional tennis star Coco Gauff. Directed by Gunna’s creative director, Spike Jordan, the visual features Gauff and Gunna on a tennis court before moving into cinematic scenes that include a helicopter. The appearance brings together music, sports, and celebrity culture, potentially introducing the single and the new label to audiences beyond traditional hip-hop listeners. The move also arrives after Gunna’s 2025 album The Last Wun, which marked a significant chapter in his relationship with the YSL Records imprint associated with fellow Atlanta rapper Young Thug. Recent coverage has described SB THE LABEL as part of Gunna’s move beyond YSL, but the available announcement does not detail every contractual aspect of that transition. What is clear is that Gunna is establishing a new platform under his leadership while continuing to release music and expand his business interests.

Now the question is whether SB THE LABEL can turn its promising launch into a lasting presence in hip-hop. Gunna already has name recognition, an established audience, and backing from a major music group, but the label’s long-term success will depend on the music its artists deliver, how effectively it develops their careers, and whether listeners connect with the roster. For now, Gunna is making it clear that his ambitions extend beyond his next hit record—and hip-hop fans will be watching to see what he builds next.