Gunna is entering a new chapter of his career, officially launching SB THE LABEL in partnership with Atlantic Music Group and taking on the role of CEO. Announced on October 9, the move introduces a new platform for the Atlanta rapper to develop emerging talent while expanding his own ambitions beyond performing, with Casper Bluff, Nechie and Dracc becoming the imprint’s first signees.
“SB THE LABEL represents the beginning of a new chapter for me,” Gunna said in a statement to Variety. “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.” He added that the venture is about “stepping into a new role, expanding what I can create, and building something that represents where I’m headed next.”
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The launch arrives alongside “pop it,” the first release under Gunna’s new SB imprint. The single’s Spike Jordan-directed music video features tennis champion Coco Gauff, with scenes set on a tennis court and aboard a helicopter flying over California. The release gives the label an immediate introduction while Gunna continues teasing his upcoming studio album, Splurge.
The initial roster reflects the network of Atlanta artists and collaborators surrounding Gunna throughout his rise. Nechie has a history with the rapper dating back to his early Drip Season era, while Dracc has drawn attention in the underground scene with the track “P Star.” Casper Bluff completes the trio of artists joining the new venture, which gives Gunna a chance to help shape the next generation of talent from his hometown.
The deal also maintains his connection to the Warner Music Group infrastructure that has supported his career for years, even as his own label creates a new identity separate from his previous imprint.
Gunna’s relationship with that system began through Young Thug’s YSL Records. After meeting Thug in 2015, he released Drip Season in October 2016 and later became an official YSL signee. The partnership helped fuel a run of commercial successes, including Wunna, DS4EVER and the collaborative mixtape Drip Harder with Lil Baby, which produced the Grammy-nominated hit “Drip Too Hard.” Wunna, DS4EVER and the YSL compilation Slime Language 2 all reached No. 1 on the Billboard 200.
That chapter grew more complicated following the 2022 Georgia RICO case involving YSL members. Gunna accepted an Alford plea in December 2022 and has repeatedly denied cooperating with prosecutors or testifying against Young Thug. He continued releasing music through the YSL/300 system, including A Gift & a Curse and One of Wun, before The Last Wun debuted at No. 3 on the Billboard 200 in August 2025, widely reported as his final project under YSL.
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