Hip Hop Dose Staff
Gunna has launched SB The Label in partnership with Atlantic Music Group, opening a new chapter in his career as a recording artist and label executive. Announced on October 9, 2026, the venture marks his departure from Young Stoner Life (YSL). The label’s first release is “Pop It,” a new single that also begins the rollout for his upcoming seventh studio album, Splurge.
The new label’s first three signees are Casper Bluff, Nechie and Dracc. All three appear alongside Gunna in the “Pop It” music video, which was directed by Spike Jordan and features professional tennis player Coco Gauff.
The announcement places Gunna in a dual role: continuing his own album campaign while helping introduce a new roster of artists. No release date or tracklist has been announced for Splurge.
A new label venture with Atlantic Music Group
SB The Label was established through a partnership with Atlantic Music Group, with Gunna leading the venture. The label’s initial roster consists of Atlanta artists Casper Bluff, Nechie and Dracc.
The launch marks a significant professional shift for Gunna, whose previous projects were associated with YSL. His 2025 album, The Last Wun, was released through YSL and 300 Entertainment. The October 9 announcement identifies SB The Label as the start of a new chapter, and its first release connects the label’s debut directly to Gunna’s next album cycle.
For the new label, “Pop It” serves two purposes: it introduces SB The Label to listeners and starts the public rollout of Splurge. The single places Gunna at the center of the launch while bringing the three new signees into the same visual campaign.
The partnership gives SB The Label an established industry partner in Atlantic Music Group. Financial terms of the agreement have not been disclosed. The available announcement also does not detail how the label’s operations will be structured or what individual responsibilities its artists will have beyond the initial signings.
Gunna described the venture as a beginning and emphasized the importance of starting it alongside the three artists. “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,” he said.
“Pop It” opens the Splurge rollout
Released on October 9, “Pop It” is the first release from Gunna’s forthcoming seventh studio album, Splurge. The single ties the label announcement to the album campaign, making the same release date a turning point in both his business and music plans.
The album’s title has been confirmed, but its release date has not. No tracklist or guest list has been announced either. Until further details are shared, “Pop It” remains the only confirmed release connected to the project.
That distinction matters as the rollout develops. The single establishes the album’s opening point without confirming how many songs Splurge will contain, which artists might appear on it, or when the complete project will arrive. The label launch and the single are confirmed; the broader schedule remains undisclosed.
“Pop It” also gives Gunna a way to introduce the SB The Label roster in a setting built around his own music. Casper Bluff, Nechie and Dracc appear in the video, sharing the visual space with the artist whose new venture has signed them. Their presence makes the release more than a solo-artist announcement, while keeping Gunna’s album campaign at the center.
Coco Gauff appears in the video
The “Pop It” video, directed by Spike Jordan, brings Coco Gauff into the project. Gauff, a professional tennis star, appears in a tennis-court sequence with Gunna. The setting gives the visual a clear connection to her world of sport while placing the label’s first artists in the same release.
The video’s opening exchanges between Gunna and Gauff play out on a stylized court, before the visual moves into scenes at a cliffside estate. The shift between the tennis setting and the mansion gives the clip a cinematic structure, with the court providing the central visual thread.
Gauff’s appearance is a featured role in the video; the announcement does not identify her as a musical contributor to the single or album. Spike Jordan’s direction brings the different settings together, while the appearances by Casper Bluff, Nechie and Dracc give viewers an early introduction to SB The Label’s first signings.
The video provides the first public presentation of the new label’s roster, but it does not outline upcoming projects for the signees. No release dates or individual plans for Casper Bluff, Nechie or Dracc have been announced as part of the launch.
What is confirmed about the first signees
Casper Bluff, Nechie and Dracc make up SB The Label’s inaugural group of artists. Their joint appearance in the “Pop It” video introduces them within Gunna’s launch campaign and places them in the label’s first public-facing release.
Nechie has an existing musical connection with Gunna: he appeared on “I Can’t Feel My Face,” a track from Gunna’s 2025 album The Last Wun. The October 9 announcement also identifies Nechie as one of the label’s first three signings. No further details about his forthcoming music under SB The Label have been shared.
Casper Bluff and Dracc are also confirmed as signees and appear in the new video. Beyond the announcement and their participation in the visual, no additional release information for either artist has been provided. The launch establishes the roster, but leaves future schedules and project details open.
That measured introduction keeps the focus on what SB The Label has formally announced: a partnership with Atlantic Music Group, a three-artist founding roster and “Pop It” as its first release. The video presents the artists together, while specific plans for each act remain to be revealed.
A new chapter with details still to come
With SB The Label, Gunna is expanding his role beyond releasing his own music. The label launch places him at the head of a new venture while he prepares Splurge, a project that now has a confirmed lead release in “Pop It.” The partnership with Atlantic Music Group gives the label an established industry relationship from the outset.
The October 9 announcement also makes the shift from YSL explicit. Gunna’s previous album was released through YSL and 300 Entertainment, while the new label marks a change in direction for his career. Details about the transition beyond the launch have not been announced, so the confirmed information remains centered on SB The Label’s new partnership and its debut release.
For listeners, the next confirmed point in the campaign is the music already available: “Pop It” and its Spike Jordan-directed video featuring Coco Gauff, Casper Bluff, Nechie and Dracc. The album Splurge is forthcoming, but its timing, tracklist and additional contributors have yet to be confirmed.
The launch gives Gunna a platform to pair his next solo era with the introduction of new artists. SB The Label begins with a clear opening statement: a partnership with Atlantic Music Group, a first roster of three signees and a single that connects the label’s arrival to Gunna’s seventh studio album.
