Gunna is entering a new chapter of his career, launching his own record label, SB THE LABEL, in partnership with Atlantic Music Group while releasing his new single, “pop it,” accompanied by a music video featuring tennis champion Coco Gauff.

Announced on October 9, the move sees the Atlanta rapper step into the role of label CEO, expanding his influence beyond music as a recording artist into artist development and the business side of the industry. The launch also introduces three acts to the label’s inaugural roster: Casper Bluff, Nechie and Dracc.

“SB THE LABEL represents the beginning of a new chapter for me,” Gunna said in a statement. He added that starting the venture alongside his collaborators was a natural step as he looks to expand his creative ambitions and build something that reflects his next phase.

Gunna Introduces the Label With “pop it”

“pop it” serves as the first release under SB THE LABEL and is expected to appear on Gunna’s upcoming album, Splurge. The single arrived alongside a music video directed by Spike Jordan, Gunna’s creative director and frequent collaborator.

The visual features Coco Gauff, the American tennis star and multiple Grand Slam champion, sharing the court with Gunna in a playful exchange that introduces the track. The video then moves through scenes of luxury, including helicopter sequences over California, matching the confident mood of the record.

Gauff’s appearance adds an unexpected crossover between hip-hop and professional tennis. Known primarily for her achievements on the court, she brings her athletic personality into the visual, even opening the video with a tennis serve that leads into the song.

Meet the First Artists Signed to SB THE LABEL

The new imprint launches with three artists from Atlanta’s music scene:

• Casper Bluff — one of the label’s first signees.
• Nechie — a melodic rapper who has previously collaborated with Gunna.
• Dracc — an emerging artist known for the underground track “P Star.”

Their inclusion gives the label an immediate roster as Gunna begins building a platform for other artists alongside his own releases. The partnership with Atlantic Music Group also gives the imprint an established industry partner as it develops its plans.

Atlantic Music Group executives Rayna Bass and Selim Bouab described the label as a natural extension of Gunna’s growth as an artist and entrepreneur, while CEO Elliot Grainge welcomed the partnership.

A New Chapter After YSL Records

The launch follows Gunna’s departure from Young Thug’s YSL Records, where he built much of his career and released projects that helped establish him as one of Atlanta’s leading rap artists. His catalogue includes “Drip Too Hard” with Lil Baby and “Pushin P” with Future and Young Thug.

His 2025 album, The Last Wun, continued his commercial run, debuting at No. 3 on the Billboard 200. The release also marked the end of his run with YSL, setting the stage for his next move.

With SB THE LABEL, Gunna is taking a more direct role in shaping new talent while continuing to develop his own sound. The release of “pop it” gives the label an immediate introduction, with the Coco Gauff-assisted video helping draw attention to the venture.

As anticipation builds for Splurge, the launch marks a significant business move for Gunna: not simply releasing music under a new banner, but beginning to build a roster and identity of his own.