Gunna SB the Label is now official. The Atlanta rapper launched his own record label, SB the Label, in partnership with Warner Music Group’s Atlantic Music Group on October 9, 2026, naming himself CEO and unveiling three Atlanta artists as the first signees: Casper Bluff, Nechie and Dracc.
The announcement, first made in an interview with Variety, arrived the same day as Gunna’s new single “pop it” and a music video starring tennis star Coco Gauff.
Key facts
- What: SB the Label, a new record label founded by Gunna (born Sergio Giavanni Kitchens).
- When: Announced October 9, 2026.
- Partner: Atlantic Music Group, via 300 Entertainment, under Warner Music Group.
- Role: Gunna serves as CEO.
- First signees: Casper Bluff, Nechie and Dracc, all from Atlanta.
- Deal terms: Not disclosed.
- Launch single: “pop it,” with a video directed by Spike Jordan and featuring Coco Gauff.
What is Gunna SB the Label?
SB the Label is Gunna’s first company as a record executive, built as a partnership with Atlantic Music Group rather than a standalone independent operation. Gunna holds the CEO title and oversees the roster, while Atlantic Music Group and its 300 Entertainment division provide the major-label infrastructure behind it.
“SB the Label represents the beginning of a new chapter for me,” Gunna said in the launch statement. “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 move is about “stepping into a new role, expanding what I can create, and building something that represents where I’m headed next.”
Financial terms of the partnership were not disclosed, according to Music Business Worldwide.
Who are Casper Bluff, Nechie and Dracc?
All three first signees come out of Gunna’s hometown scene in Atlanta, and each arrives at a different stage of his career.
| Artist | Connection to Gunna |
|---|---|
| Nechie | Longtime collaborator, featured on “i can’t feel my face” from Gunna’s 2025 album The Last Wun |
| Casper Bluff | Rising Atlanta rapper, described by Gunna as one of his “brothers” |
| Dracc | Underground act known for the track “P Star” |
Nechie is the most familiar name to Gunna’s audience, having already appeared on his most recent studio album. Casper Bluff and Dracc are earlier in their careers, which makes the label’s artist-development work the real test of the venture.
What did Atlantic Music Group say?
Atlantic Music Group framed the launch as the next step in a relationship that goes back to the start of Gunna’s career. Rayna Bass and Selim Bouab, co-presidents of 300 Entertainment, said in a joint statement that they had watched Gunna grow into “a true leader as an entrepreneur and executive,” calling SB the Label “a natural extension of his vision.”
Elliot Grainge, Chairman and CEO of Atlantic Music Group, added: “It’s impossible to overstate Gunna’s influence on this generation of hip-hop and music as a whole.”
The partnership builds on Gunna’s long history with Warner Music Group, dating back to his early signing with Young Thug’s YSL Records, an imprint of 300 Entertainment, and Atlantic Records. The Last Wun, released August 8, 2025, was his final album through YSL Records.
Does this settle the Splurge label question?
It answers most of it. When Gunna named his next album Splurge in September 2026, he said the album still had no release date or confirmed label and referenced an SB imprint of his own. The October 9 launch confirms that SB imprint is real and that Atlantic Music Group is the partner behind it.
“pop it” is expected to appear on Splurge, according to Billboard, which described the single as the apparent start of the album rollout. The video, directed by Gunna’s creative director Spike Jordan, shows Gunna and Coco Gauff trading shots on a tennis court before cutting to helicopter scenes above California.
| Detail | Status |
|---|---|
| SB the Label launched with Atlantic Music Group | Confirmed |
| Gunna as CEO | Confirmed |
| Casper Bluff, Nechie and Dracc signed | Confirmed |
| “pop it” appearing on Splurge | Reported, expected |
| Splurge release date | Unconfirmed |
| Deal financial terms | Not disclosed |
What’s next for Gunna?
The next milestone is a Splurge release date. Gunna has not announced one, but a label in place and a lead single out remove the two biggest open questions from September. Watch for first releases from Casper Bluff, Nechie and Dracc under the SB banner as the clearest sign of how the label plans to operate.
Gunna enters the executive role with commercial weight behind him. His last three albums each peaked inside the top three of the Billboard 200, and both Wunna (2020) and DS4Ever (2022) debuted at No. 1.
Frequently Asked Questions
What is SB the Label?
SB the Label is a record label launched by Gunna on October 9, 2026 in partnership with Atlantic Music Group. Gunna serves as CEO.
Who is signed to Gunna’s SB the Label?
The first three signees are Atlanta artists Casper Bluff, Nechie and Dracc. Nechie previously featured on Gunna’s 2025 album The Last Wun.
Is Gunna still signed to YSL Records?
The Last Wun, released August 8, 2025, was his final album through YSL Records. His new label operates in partnership with Atlantic Music Group and 300 Entertainment.
When does Gunna’s Splurge album come out?
No release date has been announced. The single pop it, released October 9, 2026, is expected to appear on the album.
Who is in Gunna’s pop it music video?
Tennis star Coco Gauff stars in the pop it video, which was directed by Gunna’s creative director Spike Jordan.
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