Gunna has launched his own record label, SB THE LABEL, in partnership with Atlantic Music Group, marking a new development in the Atlanta rapper’s career as both a recording artist and music executive. The announcement arrived on October 9, 2026, alongside the release of his new single “pop it” and an official music video featuring American tennis star Coco Gauff.
Gunna will serve as chief executive officer of the imprint, which begins with three artists on its roster: Casper Bluff, Nechie and Dracc. The new venture is intended to provide a platform for emerging talent, particularly artists connected to Atlanta’s music scene, while expanding Gunna’s role in developing and releasing music beyond his own catalogue.
“SB THE LABEL represents the beginning of a new chapter for me,” Gunna said in a statement. He explained that launching the imprint alongside Casper Bluff, Nechie and Dracc was a natural step, describing the move as an opportunity to take on a new role, expand his creative work and build something that reflects the direction of his career.
Atlantic Music Group chairman and chief executive Elliot Grainge also welcomed the partnership, recognising Gunna’s influence on contemporary hip-hop and his development as an entrepreneur. Executives Rayna Bass and Selim Bouab, co-presidents of hip-hop and R&B at 300 Entertainment and Atlantic Music Group, also described the label as an extension of the rapper’s creative vision.
The launch was accompanied by “pop it,” Gunna’s first solo single of 2026 and the opening release associated with his upcoming album, Splurge. The track follows his 2025 album, The Last Wun, and introduces the next phase of his musical output. Gunna previously revealed the title of Splurge during an interview in September but had not confirmed a release date for the project.
The “pop it” music video, directed by Spike Jordan, features Coco Gauff in a stylised tennis sequence that introduces the song. Gauff serves the ball as Gunna attempts to return it, setting up the track’s opening. The video then moves through scenes of luxury estates, helicopter travel, exotic cars and lavish surroundings, with Gunna performing throughout the visual.
The collaboration brings together two prominent figures from different fields. Gauff, a multiple Grand Slam singles champion, appears in the video as herself, playing tennis with Gunna and joining the visual’s fashion-focused scenes. The project also features appearances from artists signed to SB THE LABEL, connecting the single’s release directly to the launch of the imprint.
The new label follows the release of The Last Wun in August 2025. The album debuted at No. 3 on the Billboard 200 and continued Gunna’s run of top-tier chart performances. Its songs included “wgft,” featuring Burna Boy, and “him all along.” The project was released through Young Thug’s YSL imprint and 300 Entertainment, while the announcement of SB THE LABEL signals a new arrangement for Gunna’s future releases.
Gunna’s move into label leadership adds to his existing business interests and charitable work. The rapper has also been involved in ventures including Flerish Hydration and House of Athletics, alongside his nonprofit initiative, Gunna’s Great Giveaway. With Casper Bluff, Nechie and Dracc as the imprint’s first signees, SB THE LABEL begins operations as Gunna prepares to introduce Splurge and continue releasing music under the new banner.
