Gunna is taking the boss seat. The Atlanta rapper announced his own imprint, SB THE LABEL, on Friday, October 9, stepping into a CEO role with backing from Atlantic Music Group and three new artists on his first roster.
The move marks a new chapter for an artist who has spent recent years rebuilding his standing and output, and it hands him a seat on the business side of the music he has been making.
The Roster
According to the announcement, Casper Bluff, Nechie, and Dracc are the first acts signed to SB THE LABEL. Gunna described the three as his brothers and framed the venture as a way to grow into a new role beyond his own catalog.
Nechie has already worked with Gunna, while Dracc's music includes the track "P Star." The lineup gives the label a starting identity rooted in the same Atlanta scene that shaped Gunna's rise.
"SB the Label represents the beginning of a new chapter for me," Gunna said in a statement announcing the launch.
A Launch With Music Attached
Gunna paired the business news with a new song, "pop it," and a video that features tennis star Coco Gauff. Director Spike Jordan brought Gauff onto the court alongside Gunna and the label's new signees.
The track also offers a taste of "Splurge," the next album Gunna has been discussing as his career moves forward. Launching the label with both a single and a video gave the rollout more weight than a simple press release.
The Backing Behind It
Atlantic's involvement keeps familiar executives in Gunna's corner as he takes charge of the company.
Rayna Bass and Selim Bouab,
Rayna Bass and Selim Bouab, who lead hip-hop, R&B, and global music for 300 Entertainment and Atlantic Music Group, praised his growth as both an artist and an executive in a joint statement.
That support matters for a first-time label head. Distribution, marketing muscle, and experienced staff are often the difference between an artist-run imprint that lasts and one that fades after a single release.
For now, Gunna has a roster, a backer, and a new song to anchor the launch. The real test will be whether SB THE LABEL turns its first signees into names that stand on their own, and whether "Splurge" delivers on the momentum he is building.
The launch also fits a wider trend in hip-hop, where established artists increasingly want ownership rather than just a recording contract. Running an imprint lets Gunna shape careers, keep a bigger share of the business, and build something that can outlast any single album cycle.
Bringing a name like Coco Gauff into the first visual signals Gunna wants SB THE LABEL to feel like an event, not a quiet rollout. Whether that attention converts into real traction for Casper Bluff, Nechie, and Dracc is the question the next few months will answer.
