Gunna launches new record label, taps Coco Gauff for ‘pop it’ music video
TheGrio...
The Atlanta rapper has signed three artists to SB THE LABEL and released a new single ahead of his upcoming album, “Splurge.”
Gunna has launched his own record label, SB THE LABEL, in partnership with Atlantic Music Group, releasing a new single and a music video featuring Coco Gauff to mark the occasion. The Atlanta rapper announced the imprint on Friday, October 9, alongside his single “pop it.” Billboard reported that Gunna will serve as CEO, with Casper Bluff, Nechie and Dracc becoming the label’s first signed artists. All three are part of Atlanta’s rap scene.
“SB THE LABEL represents the beginning of a new chapter for me,” Gunna said in the launch announcement. He described the three signees as his brothers and said starting the venture with them felt right.
The launch follows Gunna’s departure from Young Thug’s YSL Records, where he released his previous album. The new label gives him a roster of artists to oversee while he continues preparing his own music.
He introduced the venture with the Spike Jordan-directed “pop it” video, which opens with Gauff serving a tennis ball across an elaborately decorated court. Gunna returns the shot, and the pair appear together again later in the visual. Other scenes show the rapper arriving at a cliffside property by helicopter and performing near luxury cars.
The tennis star’s appearance brings a familiar face from outside music into the rollout. The video also features the label’s three newly signed artists, giving fans an early look at the performers joining Gunna’s roster.
“pop it” is expected to appear on the rapper’s upcoming album, “Splurge.” Gunna revealed the title in September but has not announced a release date. His previous album, “The Last Wun,” debuted at No. 3 on the Billboard 200 in August 2025, moving 80,000 equivalent album units in its opening week.
With SB THE LABEL now operating, Gunna has taken on responsibility for developing other artists while preparing his own next release.