Gunna has launched his own record label, SB THE LABEL, in partnership with Warner Music Group‘s Atlantic Music Group (AMG).
The Atlanta rapper will serve as the label’s CEO.
Its first three signings are Atlanta artists Casper Bluff, Nechie, and Dracc.
The launch was announced on October 9.
Gunna released a single, pop it, the same day. It will appear on his upcoming album, Splurge.
The track’s music video stars tennis player Coco Gauff.
It was directed by Spike Jordan, Gunna’s Creative Director.
“SB THE LABEL represents the beginning of a new chapter for me,” said Gunna. “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.”
“For me, this is about stepping into a new role, expanding what I can create, and building something that represents where I’m headed next,” Gunna added.
“For me, this is about stepping into a new role, expanding what I can create, and building something that represents where I’m headed next.”
Gunna
Nechie features on i can’t feel my face, a track from Gunna’s 2025 album The Last Wun.
Dracc is known for the track P Star, according to the announcement.
Financial terms of the SB THE LABEL partnership were not disclosed.
Rayna Bass and Selim Bouab are Co-Presidents of AMG’s 300 Entertainment.
The pair also took on roles as Co-Presidents of Hip-Hop, R&B, and Global Music at Atlantic Records in August 2025.
“We’ve watched Gunna grow into not only one of his generation’s defining artists, but also a true leader as an entrepreneur and executive,” said Bass and Bouab in a joint statement. “SB THE LABEL is a natural extension of his vision, and we’re honored that he’s entrusted 300 Entertainment/Atlantic Music Group as his partner.”
“We’ve watched Gunna grow into not only one of his generation’s defining artists, but also a true leader as an entrepreneur and executive.”
Rayna Bass and Selim Bouab, 300 Entertainment
“It’s impossible to overstate Gunna’s influence on this generation of hip-hop and music as a whole,” said Elliot Grainge, Chairman and CEO of Atlantic Music Group. “We’re grateful and honored that he’s chosen AMG as his partner to bring this endeavor to music fans.”
Gunna‘s 2020 album Wunna and 2022 album DS4Ever both debuted at No. 1 on the Billboard 200.
“It’s impossible to overstate Gunna’s influence on this generation of hip-hop and music as a whole. We’re grateful and honored that he’s chosen AMG as his partner to bring this endeavor to music fans.”
Elliot Grainge, Atlantic Music Group
The Last Wun, his sixth studio album, debuted at No. 3 on the chart in August 2025 with 80,000 album-equivalent units.
It was Gunna‘s seventh top 10 album on the Billboard 200.
The Last Wun was Gunna’s final album via Young Thug’s YSL Records.
YSL Records is an imprint of 300 Entertainment.
At 300, Bass has worked on campaigns for artists including Megan Thee Stallion, Young Thug, and Gunna, MBW reported last year.
Warner Music Group acquired 300 Entertainment in December 2021 in a USD $400 million cash deal.
Grainge became CEO of AMG on October 1, 2024.
The restructuring that accompanied his arrival combined key functions across Atlantic Records, 300, and Elektra.
“To all our artists, managers, and partners, we are committed to a single principle – maximum impact for original artists,” Grainge said at the time.
In September 2025, AMG struck a joint venture with Limosa Nostra Records, the label founded by artist Ricky Hil.
“In addition to creating his own fanbase through his music, Ricky has been able to identify influential and promising artists along the way,” Grainge said of that deal.
In February 2026, AMG entered a joint venture with Today Is Vintage, the label founded by Swedish music executive and artist Rebin Shah.
On October 7, AMG struck a K-pop partnership with Kakao Entertainment.
According to the announcement, Gunna also co-owns Flerish Hydration and House of Athletics, and has invested in CYMBIOTIKA.Music Business Worldwide
