Gunna is expanding from recording artist to label executive with the launch of SB THE LABEL, a company backed by Atlantic Music Group. The venture begins with three Atlanta artists on its roster: Casper Bluff, Nechie and Dracc. Gunna will serve as CEO.
The October 9 launch frames a meaningful next step for an artist who has recently been building business interests alongside his own catalog. In a statement, Gunna called SB THE LABEL “the beginning of a new chapter,” and described its first three signees as his brothers. The wording matters: this is not merely a branded playlist, a loose collective or a guest-feature network. It is being presented as a label venture with Gunna in the executive seat and a major music-company partner behind it.
What SB THE LABEL’s opening roster tells us
Casper Bluff, Nechie and Dracc make up SB THE LABEL’s initial class. Of the three, Nechie has previously worked with Gunna, while Dracc’s existing music includes “P Star.” Beyond those details, there is not yet a public rundown of release plans, project dates, distribution arrangements for each artist, or individual creative roles within the company.
That lack of additional detail is worth keeping clear. A label launch often prompts fans to expect an immediate compilation, debut single run or reveal of several more names. None of that has been confirmed here. What is established is the opening roster, Gunna’s CEO role and Atlantic Music Group’s backing.
There is, however, a clear geographic and personal foundation to the first signings. All three artists are described as Atlanta acts, while Gunna has emphasized the close relationship he has with them. Starting with artists who are already part of an artist-executive’s trusted circle can make a new imprint feel more coherent, though the actual test will be whether SB THE LABEL can establish distinct identities and durable momentum for each performer.
Atlantic Music Group’s role, explained
Atlantic Music Group is backing SB THE LABEL, with Rayna Bass and Selim Bouab—leaders of Hip-Hop, R&B and global music for 300 Entertainment and Atlantic Music Group—praising Gunna’s development as both an artist and executive. Atlantic chief Elliot Grainge also said the company was grateful that Gunna had selected AMG as a partner for the venture.
In music-business terms, backing should not automatically be treated as a complete public description of every contractual detail. The information announced does not spell out ownership percentages, contract lengths, advances, recording budgets or the precise division of responsibilities between Gunna’s company and Atlantic Music Group. Those are important details in any label relationship, but they have not been disclosed.
What the partnership does make plain is that SB THE LABEL is launching with institutional support rather than as an entirely standalone operation. That can matter in practical ways for a young company: getting music to listeners, coordinating releases, connecting artists with promotional infrastructure and handling the operational demands that arise once a roster starts putting out records. Those functions are a general explanation of why a label partner can be valuable, not a claim about the undisclosed terms of this particular arrangement.
Related coverage includes Gunna Launches SB THE LABEL With Atlantic Music Group Backing.
For Gunna, the shift is also about taking responsibility for more than his own artistic output. A CEO title signals leadership of the company’s direction. It does not make the work simple. Finding talent is only one part of an executive role; the larger challenge is converting a shared vision into consistent releases and careers that can stand independently of the founder’s spotlight.
“pop it” gives the venture an on-screen introduction
The SB THE LABEL announcement was paired with “pop it,” a new Gunna song accompanied by a music video directed by Spike Jordan. Coco Gauff appears in the visual, which puts her on a tennis court with Gunna and also features the label’s new signees.
That combination gives the launch a public-facing identity beyond a press statement. The video brings together three central elements at once: Gunna’s current music, the performers joining his label, and a high-profile athlete in Gauff. The new signees’ presence is especially notable because it places them inside the initial visual story of the company rather than leaving their introduction limited to a roster announcement.
It also keeps the project connected to Gunna’s own next musical chapter. “pop it” offers listeners an early indication of Splurge, the studio album Gunna has been discussing. A firm release date for Splurge has not been announced, so the song should be understood as a preview of an album in progress rather than proof of a scheduled release campaign.
A new executive role alongside Gunna’s music career
SB THE LABEL follows The Last Wun, Gunna’s 25-track album released in August 2025. The album included appearances from Offset, Wizkid and Burna Boy. Its arrival also came amid public attention around Gunna’s strained ties with Young Thug and questions over his future at YSL Records.
The available information does not provide a detailed account of Gunna’s contractual status with YSL or set out the terms of any change in relationship. It is therefore more accurate to view SB THE LABEL as a newly announced venture than to make unsupported claims about every aspect of his previous label arrangement.
Gunna’s recent activities have not been confined to recorded music. Under Armour named him a global brand ambassador and P-Star creative director, with that platform encompassing clothing, footwear and community projects. Those roles came before the SB THE LABEL announcement and show that he was already working across multiple areas before adding label leadership to the mix.
The overlap is important because contemporary artist branding can involve several connected but distinct jobs: performer, creative collaborator, ambassador and executive. Each carries different expectations. A new song can be judged directly by listeners; a clothing or footwear program has its own design and brand obligations; and a label has to support several people’s careers rather than one artist’s release cycle.
Why the first releases will matter more than the launch language
There is an understandable appeal to an artist becoming the head of a label: it suggests a way to extend creative influence, open doors for collaborators and turn a personal movement into a longer-running platform. But announcements are only the beginning. SB THE LABEL’s clearest next markers will be music from Casper Bluff, Nechie and Dracc, how those artists are presented, and whether the company creates a recognizable identity outside Gunna’s own name.
The launch video has already supplied one shared setting for that identity, while Atlantic Music Group gives the venture a major-company partner. Yet listeners still have several reasonable unanswered questions: Which signee will release first? Will the company’s artists appear on Splurge? How will their individual styles be positioned? And will SB THE LABEL prioritize a tightly connected Atlanta roster or grow into something broader?
None of those answers have been announced. That uncertainty does not lessen the significance of the move; it simply separates confirmed news from fan inference. For now, SB THE LABEL has a defined first roster, an executive at its center, an established partner and a launch moment tied to a new Gunna track.
The wider entertainment industry is increasingly focused on who controls creative work and how platforms support it, questions that also surface in other sectors facing rapid technical change, including the fast-moving IP questions around AI-decompiled game ports. SB THE LABEL is not an example of that game-industry issue, but it is another reminder that the business structure behind creative output can be as consequential as the release itself.
For Gunna, the immediate picture is straightforward: he is continuing to make his own music, teasing Splurge, and now beginning a company intended to develop other artists. Whether the label becomes a lasting home for its first three acts will be determined after the launch rollout, through the records and careers that follow.
