Gunna launches SB the Label - with Atlantic Music Group at his side

TVS News AI, editorially supervised, presents Gunna launches SB the Label - with Atlantic Music Group at his side.

On October 9, 2026, Gunna announced SB the Label - as CEO, together with Atlantic Music Group. Three artists from the greater Atlanta area are already signed: Casper Bluff, Nechie, and Dracc. For fans, this means: Gunna is bringing his people from Atlanta on board directly.

Atlantic Music Group - familiar corporation, new structure

Atlantic Music Group is no fresh start for Gunna. His career at Warner Music Group began with signing to Young Thug's YSL Records, an imprint of 300 Entertainment and Atlantic Records. With SB the Label, he remains in the same ecosystem but gets his own structure. Responsibility at 300 Entertainment and Atlantic Records remains with the Co-Presidents for Hip-Hop, R&B and Global Music, Rayna Bass and Selim Bouab. "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," the two say. "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."

Four Grammy nominations, two number-one albums

Gunna's real name is Sergio Giavanni Kitchens. His last three albums each landed in the top 3 of the Billboard 200, with "Wunna" (2020) and "DS4EVER" (2022) debuting at number 1. Four Grammy nominations to his name. Atlantic Music Group Chairman and CEO Elliot Grainge sums it up: "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."

Pop It is out, Splurge is on the horizon

To coincide with the label announcement, Gunna is delivering the new single "Pop It." He is also teasing a new studio album called "Splurge" - the music video was directed by Spike Jordan. Speaking to Variety, Gunna says: "SB the Label represents the beginning of a new chapter for me. 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."

Alongside the label: Under Armour and P-Star

SB the Label is not Gunna's only venture. In August, Under Armour named him global brand ambassador and creative director of P-Star - a platform for apparel, footwear, and community initiatives. While he's building his own music label, he's building a fashion foothold in parallel.

Releases you can look forward to

Casper Bluff, Nechie, and Dracc - three names now running under "SB the Label." "Pop It" is already out as the first single, "Splurge" is Gunna's next album waiting in the wings. With AMG as the partner behind it, distribution for SB the Label releases runs through Atlantic Music Group's network - with Elliot Grainge, Rayna Bass, and Selim Bouab directly responsible.