Gunna is moving from artist to label executive with the launch of SB the Label, a new company formed in partnership with Atlantic Music Group. The Atlanta rapper, born Sergio Giavanni Kitchens, will serve as the label’s CEO, and the first three artists on its roster are fellow Atlanta-area acts Casper Bluff, Nechie and Dracc.

The venture places a new layer on an already substantial commercial run. Gunna’s last three albums have all reached the top three of the Billboard 200, while Wunna in 2020 and DS4EVER in 2022 each opened at No. 1. He is also a four-time Grammy nominee. Those results do not, by themselves, reveal how SB the Label will operate or what its release schedule will be, but they establish the platform from which Gunna is beginning the company.

“SB the Label represents the beginning of a new chapter for me,” Gunna said. “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 described the move as an opportunity to assume a different kind of responsibility: expanding what he can create and building something that reflects where he is going next. That distinction matters. An artist release is centered on one performer’s music; a label, in contrast, is a longer-term organizational vehicle that can support a roster of artists. In this case, SB the Label gives Gunna a formal executive position and an initial group of artists around which to build its identity.

What the Atlantic Music Group partnership means

Atlantic Music Group is SB the Label’s stated partner, connecting the new company to a major music-group structure while Gunna leads it as CEO. The arrangement also extends a relationship that reaches back to his early affiliation with Young Thug’s YSL Records, an imprint of 300 Entertainment, and Atlantic Records.

An imprint is a label identity that sits within, or is affiliated with, a larger music company. The supplied details describe YSL Records in that role under 300 Entertainment. SB the Label’s partnership is similarly significant because it situates Gunna’s new operation beside companies and executives with whom he already has professional history, rather than presenting the venture as a detached new start.

Rayna Bass and Selim Bouab, co-presidents for 300 Entertainment and Atlantic Records’ Hip-Hop, R&B and Global Music operations, remain involved in the broader relationship. They called SB the Label an extension of Gunna’s vision and pointed to his growth as both an artist and an entrepreneur. Atlantic Music Group chairman and CEO Elliot Grainge likewise characterized Gunna as an influential figure in contemporary hip-hop and said the company was honored to partner on the new endeavor.

For the three first signings, the immediate, confirmed fact is their connection to SB the Label. No further release plans, debut projects, distribution specifics, or individual roles have been detailed here. That is worth keeping clear: an initial roster signals the label’s starting point, not a fully outlined rollout. The most useful way to read the announcement is as a framework for future work rather than a promise of a particular launch cadence.

Related coverage includes Gunna Launches SB the Label With Atlantic Music Group.

Three artists establish the starting roster

Casper Bluff, Nechie and Dracc are the first artists signed to SB the Label. Their inclusion gives the company a distinctly local beginning, as all three are from the Atlanta area. Gunna’s framing of the artists as “my brothers” suggests that the venture is beginning from existing relationships and a shared regional context.

Atlanta is central to the announcement in two separate ways: Gunna is identified as an Atlanta rapper, and the initial SB roster comes from the Atlanta area. Still, the available information does not specify the artists’ individual catalogs, prospective singles, albums, genres, or how many acts the company intends to sign. Those details should not be assumed.

What can be said is that the company is launching with artists already named rather than only an abstract ambition to build a label. That makes the announcement more concrete. SB the Label has leadership, a partner and an opening roster from day one.

“Pop It” arrives as Gunna teases Splurge

The label news lands alongside new music from Gunna himself. He has released the single “Pop It” after teasing a new studio album titled Splurge. The single arrived with a music video directed by Spike Jordan.

There is no stated release date for Splurge in the available details, so the album remains a teased project rather than a fully scheduled release. Nor has a track list, featured-artist lineup or further production information been provided. “Pop It” is the clearest current musical marker tied to the moment.

The overlap between a new single, an album tease and a label launch gives Gunna’s activity a dual focus. He remains in active artist mode while setting up an executive operation that will include other performers. The two roles can complement one another, but they are not interchangeable: his own single is a Gunna release, while SB the Label is a company with a developing roster and stated leadership structure.

For a wider view of how artists continue to move between individual releases and broader cultural projects, see our coverage of Troye Sivan’s “She’s the Best”.

A broader push into creative leadership

SB the Label is not Gunna’s only recently disclosed move beyond recording. In August, Under Armour named him global brand ambassador and creative director of P-Star, a new platform spanning apparel, footwear and community initiatives.

That appointment and the label launch involve different fields, but each assigns Gunna a role extending beyond performer status. A creative director generally helps shape a project or brand’s creative direction; a label CEO is the executive heading the label organization. The supplied information does not define the day-to-day scope of either role, but the titles point toward an expanded footprint across music, style and community-oriented work.

It would be premature to treat those roles as evidence of any particular business strategy beyond what has been announced. Yet the sequence clearly places the rapper in positions where he is helping guide platforms and brands, not solely appearing within them. SB the Label is the music-industry expression of that expansion.

The timing inside Warner Music Group’s organizational shifts

The partnership arrives during a period of leadership changes across Warner Music Group. In September, the company said Grainge would add the role of chairman of ADA in the United States. ADA is Warner Music Group’s independent distribution arm, meaning it serves the distribution side of music releases for independent labels and artists.

Atlantic Music Group COO Zach Friedman was also set to become ADA vice chairman. These moves form part of a wider realignment under Warner Music Group CEO Robert Kyncl, alongside leadership appointments in the company’s international divisions.

Those corporate developments provide context for the SB announcement, though they should not be mistaken for an explanation of every part of the new label’s operation. The direct confirmed relationship is that SB the Label has launched in partnership with Atlantic Music Group, with Grainge, Bass and Bouab among the executives publicly addressing the deal. The wider Warner Music Group changes show that the partnership is beginning as the organization adjusts leadership across several areas.

What is confirmed — and what remains ahead

  • Confirmed: Gunna has launched SB the Label with Atlantic Music Group and will serve as CEO.
  • Confirmed: Casper Bluff, Nechie and Dracc are the label’s first signed artists, and each is from the Atlanta area.
  • Confirmed: Gunna has released “Pop It,” accompanied by a Spike Jordan-directed video.
  • Confirmed: Gunna has teased a studio album called Splurge.
  • Not detailed: A release date or track list for Splurge, as well as project schedules for SB the Label’s first artists.
  • Not detailed: Additional roster plans or specific operational terms of the Atlantic Music Group partnership.

For now, SB the Label begins with a clear executive lead, three named artists and a major music-group partner. Gunna’s next album campaign is developing at the same time, making this a moment where his personal catalog and his ambitions as an executive are advancing in parallel.