Grammy-nominated hip-hop powerhouse Gunna is officially expanding his executive footprint in the music industry. In a major career pivot, the Atlanta hitmaker has launched his own imprint, SB THE LABEL, backed by a strategic partnership with Atlantic Music Group. Taking the chief executive officer seat, Gunna is set to oversee both artistic development and corporate direction for the new venture.
To mark the launch, Gunna officially unveiled the label’s inaugural roster, signing rising talent Casper Bluff, longtime collaborator Nechie, and underground artist Dracc as the first wave of talent under the banner. In an official statement, the newly minted CEO expressed that starting this business venture alongside trusted creative partners felt like the natural progression for his career evolution.
“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,” Gunna shared. “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.”
Celebrating the milestone announcement, Gunna kicked off the label rollout by dropping his new single “pop it,” which marks his first release under the new imprint umbrella. Directed by Spike Jordan, the accompanying music video features his newly signed roster along with a high-profile cameo from tennis sensation Coco Gauff. The fresh track serves as the lead preview for his upcoming studio album, Splurge, as he establishes his executive presence in hip-hop.
