Gunna has become a label head. According to Billboard, the rapper officially unveiled his SB The Label imprint on Friday, Oct. 9, in partnership with Atlantic Records. The same day, he put out the video for a new single, "Pop It," featuring tennis star Coco Gauff.
The twin announcements read as the opening moves of a new era for the 33-year-old, who also used the occasion to point toward his next album.
The first signings on SB The Label
Billboard reported that the imprint begins with three emerging artists: Casper Bluff, Dracc and Nechie. Nechie previously joined Gunna on a 2025 track called "I Can't Feel My Face."
In a statement, Gunna framed the venture as a personal turning point. "SB The Label represents the beginning of a new chapter for me," he said. He added that it felt right to start with the three artists he called his brothers, and described the move as a step into a new role, one that widens what he can build.
Elliot Grainge, CEO of Atlantic Music Group, said it is impossible to overstate Gunna's influence on this generation of hip-hop and on music more broadly. He said the company is grateful and honored to be the rapper's partner for the project.
What it means for his existing deal
Gunna's 2025 album, The Last Wun, came out through Young Thug's YSL imprint and 300 Entertainment. Billboard noted that it is unclear whether that arrangement continues.
In a September interview with Forbes, Gunna was vague about where he stands. He said he would not describe himself as free, that things were in the works, and that there had been plenty of discussion about what is being made and who will support it. The new Atlantic partnership adds a clear piece to that picture, though the sources do not spell out how it fits with his earlier labels.
A tennis court fit for a chandelier
"Pop It" appears to start the rollout for Gunna's next album, which he told Forbes will be titled Splurge. He did not give a release date, according to Billboard.
The video was directed by Spike Jordan. It opens with Gunna returning one of Gauff's serves into the net, a moment that impresses the 22-year-old athlete. The court is far from standard: a chandelier hangs overhead, and a damask carpet pattern fills the space between the lines where grass or clay would normally be.
From there, the clip moves to a cliffside mansion above the ocean, where Gunna arrives by helicopter with his love interest, raps beside a lineup of exotic sports cars and tours the estate. Back on the court, he sends one of Gauff's volleys through a wine glass held by a butler, and the glass shatters.
Why it matters
Gunna's last album debuted at No. 3 on the Billboard 200 in August 2025 with 80,000 album-equivalent units, his seventh top 10 project, per Billboard. Launching his own imprint with a major-label partner, while teasing a new album, suggests he intends to build on that momentum as an executive as well as an artist. How Splurge is released, and through whom, will show how the new structure works in practice.
Reporting sources: Billboard, “Gunna Launches SB The Label Imprint & Releases ‘Pop It’ Video With Tennis Star Coco Gauff: ‘A New Chapter for Me’”.