Gunna is officially entering a new phase of his career. The Atlanta rapper has launched his own music imprint, SB THE LABEL, in partnership with Atlantic Music Group, while stepping into the role of CEO and beginning to build a roster of artists under his own vision.
The new label arrives as Gunna continues establishing himself as an independent artist following his departure from Young Thug’s YSL Records. SB THE LABEL gives him a platform not only to release his own music, but also to develop other artists and expand his influence behind the scenes.
Gunna has already signed three artists to the imprint: Casper Bluff, Nechie and Dracc, all of whom are connected to Atlanta’s emerging rap scene. Nechie has previously collaborated with Gunna, while Dracc has built underground momentum with songs including “P Star.”
In announcing the label, Gunna described SB THE LABEL as the beginning of a new chapter in his career. He said he wanted to build the company alongside artists he considers close to him while expanding into a leadership role that goes beyond being a recording artist.
The partnership also continues Gunna’s longstanding relationship with companies under the Warner Music Group umbrella. Earlier in his career, his YSL releases were connected to 300 Entertainment and Atlantic Records, and executives from 300 and Atlantic are now supporting SB THE LABEL as he builds the new venture.
Atlantic Music Group chairman and CEO Elliot Grainge praised Gunna’s impact on modern hip-hop and said the company is supporting his transition into a larger executive and entrepreneurial role. Executives Rayna Bass and Selim Bouab also described the label as a natural extension of Gunna’s growth as both an artist and business leader.
Gunna paired the label announcement with the release of his new single “pop it,” which serves as his first independent release under this new chapter. The song is expected to appear on his upcoming album, Splurge.
The accompanying music video was directed by Spike Jordan and features appearances from SB THE LABEL’s first three signees, helping introduce the new roster visually as part of the launch. Tennis star Coco Gauff also appears in the video, giving the rollout an added high-profile moment.
The launch of SB THE LABEL comes after several years of major changes in Gunna’s career. His relationship with YSL became complicated following the high-profile RICO case involving the collective, and tension later developed between Gunna and several former collaborators. Despite that period, he continued releasing successful music and rebuilding momentum as a solo artist.
Rather than focusing only on his own next album, Gunna now appears interested in creating a larger infrastructure around his career. By becoming CEO of his own imprint, he has the opportunity to help shape the careers of younger artists while maintaining control over his own creative direction.
The first roster also keeps Atlanta at the center of the new venture. Gunna rose from the city’s influential rap scene and is now using SB THE LABEL as a platform to spotlight newer talent from the same environment that helped launch his own career.
His upcoming album Splurge is expected to further define this new era. Gunna previously said the project represents an elevated stage in his career, and the creation of SB THE LABEL suggests that the transition is happening on both the artistic and business sides.
For Gunna, the move marks a major evolution from rapper to label executive. With Atlantic Music Group backing the company, three artists already signed, and new music arriving through the imprint, SB THE LABEL is positioned as the foundation for the next phase of Gunna’s career.