Gunna Launches SB the Label With Atlantic Music Group

Gunna is expanding from recording artist to label executive with the launch of SB the Label, a new company formed in partnership with Atlantic Music Group. The Atlanta rapper will serve as chief executive, while Casper Bluff, Nechie and Dracc make up the imprint’s first announced roster.

The move gives Gunna a formal platform for developing artists from his home city while extending a relationship with the Warner Music Group network that dates to his early career. It also arrives as he begins another album cycle of his own.

A new label arrives with new music

The announcement was paired with “Pop It,” Gunna’s first solo single of 2026 and the opening release tied to his forthcoming seventh studio album, Splurge. No firm album date has been announced.

Spike Jordan directed the single’s video, which includes tennis scenes featuring Coco Gauff and appearances by all three newly signed artists. That rollout makes the label introduction more than a corporate announcement: it immediately places its roster beside Gunna in a high-visibility release.

Casper Bluff is presented as a rising Atlanta rapper, Nechie is a frequent Gunna collaborator, and Dracc comes from the city’s underground scene. Together, they give the company a distinctly local starting point rather than a broad, anonymous launch slate.

Gunna takes a larger role behind the scenes

Gunna described the company as the beginning of a new chapter and framed it as a chance to create on a wider scale. Becoming CEO places him in a position to shape releases and careers in addition to making his own records.

The business starts with significant commercial momentum behind its founder. Gunna’s three most recent albums have all reached the top three of the Billboard 200, while Wunna and DS4EVER debuted at No. 1. Those results give SB the Label a recognizable name and an established distribution partner from day one.

The next test will be whether the imprint can turn that attention into durable careers for its first three signees. For now, “Pop It” serves as both Gunna’s return and the public introduction to the company he plans to lead.