Multiplatinum, GRAMMY-nominated hip-hop star Gunna is expanding his business portfolio with the launch of SB THE LABEL, a new record label established in partnership with Atlantic Music Group. To mark the announcement, the Atlanta rapper has released a new single, ‘pop it’, accompanied by an official music video starring professional tennis star Coco Gauff.
The label marks a new chapter for Gunna, who is stepping further into the role of entrepreneur and executive while creating opportunities for emerging artists. Its initial roster features three rising Atlanta talents: Casper Bluff, Nechie and Dracc, bringing together artists with different styles and connections to the city’s evolving hip-hop scene.
Gunna described the launch as an opportunity to expand his creative ambitions while building alongside artists he considers close collaborators and friends.
“SB THE LABEL represents the beginning of a new chapter for me. It only felt right to start that chapter alongside my brothers Casper Bluff, Nechie, and Dracc, who are the first artists signed to the label,” he said. “For me, this is about stepping into a new role, expanding what I can create, and building something that represents where I’m headed next.”
Through the partnership with Atlantic Music Group, SB THE LABEL will provide a platform for its roster while extending Gunna’s influence beyond his own recordings. Nechie has previously collaborated with Gunna, while Dracc is known for the underground track ‘P Star’. Casper Bluff completes the label’s first group of signings as the new venture begins developing its identity.
Rayna Bass and Selim Bouab, co-presidents of Hip-Hop, R&B and Global Music at 300 Entertainment and Atlantic Music Group, welcomed the partnership, highlighting Gunna’s development as both an artist and a business leader.
“We’ve watched Gunna grow into not only one of his generation’s defining artists, but also a true leader as an entrepreneur and executive,” they said. “SB THE LABEL is a natural extension of his vision, and we’re honored that he’s entrusted 300 Entertainment/Atlantic Music Group as his partner.”
Atlantic Music Group chairman and CEO Elliot Grainge also praised Gunna’s influence, saying the company was honoured to partner with him on the new venture.
The label announcement arrives alongside ‘pop it’, a new release that continues Gunna’s run of music while introducing another visual moment into his catalogue. Directed by his creative director and frequent collaborator Spike Jordan, the video features Coco Gauff alongside the rapper.
The visual moves from energetic scenes on a tennis court to footage of Gunna and Gauff travelling above California in a helicopter. Combining sport, movement and luxury, the video reflects the confident atmosphere of the track while bringing together two prominent names from music and professional tennis.
The release follows a significant period for Gunna, whose 2025 album, The Last Wun, continued his run of commercial success. Driven by tracks including ‘wgft’, featuring Burna Boy, and ‘him all along’, the project debuted in the Top 3 of the Billboard 200 and spent five consecutive weeks at No. 1 on the Billboard Top R&B/Hip-Hop Albums chart. It also remained in the Billboard 200 Top 10 for six straight weeks.
Gunna supported the album with his Wun World Tour, which marked his biggest international tour to date. The run added to a catalogue that includes Wunna (2020), DS4Ever (2022), A Gift & a Curse (2023) and One of Wun (2024).
His career has evolved from Atlanta street anthems into a broader musical and entrepreneurial journey. The diamond-certified ‘Drip Too Hard’ with Lil Baby reached the Top 5 of the Billboard Hot 100, while ‘Pushin P’ earned GRAMMY nominations for Best Rap Performance and Best Rap Song. Beyond music, Gunna has expanded into business through ventures including Flerish Hydration and House of Athletics, alongside investments in CYMBIOTIKA. His philanthropic work also includes Gunna’s Great Giveaway.
With SB THE LABEL, Gunna is now extending that ambition into artist development, beginning with a roster of emerging Atlanta talent. The launch gives him another avenue to shape the next stage of his career while creating a platform for artists he believes in.
As ‘pop it’ introduces the new venture, SB THE LABEL signals Gunna’s intention to build beyond his own discography and take a more direct role in shaping the future of hip-hop.
