Gunna Launches SB The Label With Atlantic Records

Gunna is stepping into a new lane. The Atlanta rapper officially launched SB The Label, his own imprint in partnership with Atlantic Music Group, on October 9. The move marks one of the more significant artist-to-executive pivots in hip-hop this year, and he wasted no time making it official with a release to match.

The label's founding roster includes three emerging artists: Casper Bluff, Dracc, and Nechie. All three already have chemistry with Gunna. The trio appeared alongside him on "I Can't Feel My Face" in 2025, so the label relationship is built on real creative history, not just paperwork.

"SB The Label represents the beginning of a new chapter for me," Gunna said in a statement. "It only felt right to start that chapter alongside my brothers Casper Bluff, Nechie, and Dracc. 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."

Atlantic Music Group CEO Elliot Grainge backed the move publicly: "It's impossible to overstate Gunna's influence on this generation of hip-hop and music as a whole. We're grateful and honored that he's chosen AMG as his partner."

What Is Gunna's Label Situation With YSL and 300 Entertainment?

The launch raises a fair question about where things stand with Young Thug's YSL imprint and 300 Entertainment, both of which released Gunna's most recent album, The Last Wun, in August 2025. That project debuted at No. 3 on the Billboard 200 with 80,000 total album-equivalent units, his seventh consecutive top-10 project.

In a September interview with Forbes, Gunna gave a deliberately vague answer when asked about his label status. "I wouldn't say apparently free. We in the works," he said. "There's been a lot of talks of what's being produced and who's going to be behind me supporting it." Whether SB The Label operates alongside his existing deal or signals a full departure from YSL remains unclear. The details will matter a lot once his next project drops.

That next project already has a name. In the same Forbes conversation, Gunna revealed his upcoming album is called Splurge. No release date was given, but the October 9 launch looks like the beginning of that rollout.

"Pop It" Video With Coco Gauff Is the First Move

Gunna dropped the "Pop It" single and visual the same day as the label announcement, and the video is exactly the kind of opener you want if you're trying to signal a new era. Directed by Spike Jordan, the clip stars 22-year-old tennis champion Coco Gauff and does not treat the tennis court as a normal tennis court.

There's a chandelier hanging overhead. The floor is a damask carpet pattern. Gunna blocks one of Gauff's serves into the net, which apparently impresses her enough to keep the scene going. The visual shifts to a cliffside mansion, a fleet of exotic sports cars, a helicopter entrance, and, in the best moment of the clip, Gunna smashing a volley clean through a glass of wine a butler is holding tableside. The whole thing is styled and confident. As a debut under a new label banner, it lands.

The Gunna and Coco Gauff pairing also makes cultural sense beyond aesthetics. Gauff is one of the most visible American athletes right now, a US Open champion who has crossed into fashion and culture spaces well beyond tennis. Putting her at the center of a hip-hop visual the same week Gunna launches his label is a deliberate flex, not a random cameo.

What This Means for Independent and Emerging Artists

Gunna's move matters beyond his own catalog. When artists at his level build their own imprints, it creates real infrastructure for the artists they sign. Casper Bluff, Dracc, and Nechie are not household names yet, but they're launching under an imprint backed by Atlantic Music Group, with a globally recognized artist as their label head. That's a different kind of opportunity than most emerging rappers get access to.

The model Gunna is running here, artist-owned label in formal partnership with a major, is increasingly how the business moves at the top. Watch how SB The Label develops its roster and whether Splurge releases through this new structure or the old YSL arrangement. That answer will tell you everything about how clean this new chapter actually is.

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