Gunna Launches SB the Label, Drops “POP IT” and Introduces 3 Atlanta Artists

Gunna SB the Label marks a major new chapter for the Atlanta rapper as he expands his influence beyond music through a partnership with Atlantic Music Group. Alongside the announcement, Gunna released the music video for “POP IT,” building anticipation for his upcoming seventh studio album, Splurge.

The College Park native is stepping into the role of record label CEO, shifting his focus toward artist development, entrepreneurship, and creating opportunities for emerging talent.

“SB the Label represents the beginning of a new chapter for me,” Gunna told Variety. He described the venture as an opportunity to expand his creative vision and build something that represents his future.

Gunna Releases “POP IT” Ahead of Splurge

Gunna continues building momentum with “POP IT,” accompanied by a music video directed by Spike Jordan.

The visual celebrates his Atlanta roots and features an appearance from tennis star Coco Gauff. The release also builds excitement surrounding Splurge, which Gunna recently teased on Instagram with the message, “We Finally Processing.”

Born Sergio Kitchens, Gunna began gaining recognition in 2016 following the release of his Drip Season mixtape and his signing with Young Thug’s YSL Records.

His debut studio album, Drip or Drown 2, reached No. 3 on the Billboard 200 in 2019. Since then, the four-time Grammy-nominated rapper has established himself as one of Atlanta’s most recognizable hip-hop artists.

Gunna SB the Label Introduces 3 Emerging Atlanta Artists

Through Gunna SB the Label, the rapper is extending his influence into artist development while continuing his relationship with the Warner Music Group ecosystem.

The new label introduces three Atlanta artists: Casper Bluff, Nechie, and Dracc.

According to Variety, 300 Entertainment and Atlantic Records executives Rayna Bass and Selim Bouab praised Gunna’s development as both an artist and entrepreneur, describing the partnership as a natural extension of his vision.

The announcement reflects a growing trend in hip-hop: established recording artists expanding into executive positions and creating platforms to introduce new talent.

For Atlanta’s independent music community, the development highlights the importance of building relationships, developing recognizable brands, and understanding the business behind music.

Beyond the Music: Gunna Expands His Business Portfolio

Gunna’s entrepreneurial ambitions extend beyond the recording industry.

In an interview with Forbes, the rapper discussed his conservative approach to investing. His position as a global ambassador for Under Armour also demonstrates his expanding presence across fashion, sports, and entertainment.

From his early mixtape releases to becoming a Diamond-certified recording artist, Gunna has developed a career that extends well beyond individual records.

His latest business venture positions him to participate in the development of future artists while continuing to release his own music.

What Gunna’s New Label Means for Atlanta Hip-Hop

Atlanta has built a reputation for producing influential artists, producers, and music executives. Gunna’s transition into label ownership adds another example of an established artist pursuing a larger role within the industry.

For independent artists, the launch of Gunna SB the Label reinforces the importance of developing a professional identity, building a strong catalog, and understanding opportunities beyond traditional recording agreements.

As anticipation grows for Splurge, Gunna is entering a new phase of his career that combines music releases with executive leadership.

With “POP IT” introducing his latest musical chapter and SB the Label establishing his next business venture, Gunna is positioning himself to influence not only what audiences hear but also which artists emerge next.