Gunna Launches SB The Label Imprint with Atlantic Records and Drops 'Pop It' Video Starring Coco Gauff

Atlanta rapper Gunna is expanding his executive footprint in the music industry with the launch of his own record label imprint, SB The Label, created in partnership with Atlantic Records. The announcement was made on Friday, Oct. 9, alongside the debut of his new single and music video, "Pop It," featuring American tennis star Coco Gauff, as reported by Billboard.

The new imprint launches with a roster of emerging talent, including artists Casper Bluff, Dracc, and Nechie. Nechie previously collaborated with Gunna on the 2025 track "I Can't Feel My Face." In an official statement shared with Billboard, Gunna explained that launching SB The Label marks an important transition in his career and creative vision.

"SB The Label represents the beginning of a new chapter for me," Gunna said in a 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. 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."

Executive leadership at Atlantic Music Group welcomed the partnership. AMG Chief Executive Officer Elliot Grainge commended the rapper's standing in hip-hop culture, stating that it is impossible to overstate Gunna's influence on this generation of music. Grainge expressed gratitude and honor that Gunna selected AMG as his partner to bring the label initiative to fans worldwide.

The label launch follows months of discussion regarding Gunna's record deal status. His August 2025 project, The Last Wun, was released through Young Thug's YSL imprint and 300 Entertainment. That album debuted at No. 3 on the Billboard 200 chart with 80,000 total album-equivalent units earned in its first week, representing his seventh top 10 project. During a September interview with Forbes, the 33-year-old artist noted that his team was actively working on his underlying label situation while preparing for his next phase.

In that same Forbes interview, Gunna revealed plans for his upcoming project titled Splurge. Describing the concept behind the album, he stated that he wanted to introduce an upper-echelon artist who has gravitated to another level. Although no firm release date has been announced for Splurge, the rollout appears to be underway with the release of "Pop It."

The accompanying music video for "Pop It," directed by Spike Jordan, blends luxury hip-hop imagery with elite athletics. The visual opens on a damask-carpeted tennis court beneath a hanging chandelier, where Gunna takes on 22-year-old Grand Slam competitor Coco Gauff. The video transitions to a cliffside estate overlooking the ocean, featuring helicopter arrivals, exotic sports cars, and lavish scenery before returning to the court.

With SB The Label officially established and a new album cycle underway, Gunna continues to build both his solo platform and his executive roster, marking a distinct phase in the Atlanta artist's career.