Gunna launches SB THE LABEL with Atlantic and names three Atlanta signings

Rapper Gunna has launched his own record label, SB THE LABEL, in partnership with Warner Music Group's Atlantic Music Group. The launch was announced on 9 October, with Gunna confirmed as chief executive of the new company, Music Business Worldwide.

The label starts with three signings. All three are Atlanta artists: Casper Bluff, Nechie and Dracc.

Financial terms of the partnership were not disclosed. That is normal for label deals of this kind, where the announcement confirms the structure but not the money behind it.

Gunna timed the label news to new music. He released the single 'pop it' on the same day as the announcement. The track will appear on his upcoming album 'Splurge'.

The video for 'pop it' brings in a star from outside music. It features tennis player Coco Gauff and was directed by Spike Jordan.

For listeners, this means two separate things to track: a new outlet for other artists, and Gunna's own next album cycle. The label introduces three new names. The single points to where his solo work goes next.

There is already a link between Gunna and one of his signings. Nechie appears on 'i can’t feel my face', a track from Gunna's 2025 album 'The Last Wun'.

That album closed a chapter. 'The Last Wun' was Gunna's final album via YSL Records, the label associated with Young Thug. YSL operates as an imprint, a label that sits inside a larger music company, in this case 300 Entertainment.

Gunna arrives at the move with four Grammy nominations to his name, as noted by Variety. SB THE LABEL is organised under Atlantic Music Group, the Warner division that oversees Atlantic's family of labels. What happens next will be measured in people: release dates, credits and whether three Atlanta newcomers get heard.