Gunna Becomes a Label CEO With SB the Label and Atlantic

By Tom Whitfield

Four-time Grammy nominee Gunna will serve as CEO of his own company, SB the Label, launched in partnership with Atlantic Music Group. Three Atlanta-area artists — Casper Bluff, Nechie and Dracc — have already signed.

The announcement, made to Variety, lands on the back of a strong commercial run. Gunna's last three albums each peaked within the top three of the Billboard 200, with No. 1 debuts for "Wunna" (2020) and "DS4EVER" (2022).

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

He added: "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."

What comes with the deal?

The same announcement brought new music. Gunna released the single "Pop It" with a music video directed by Spike Jordan, after teasing a forthcoming studio album titled "Splurge."

The partnership extends a relationship that reaches back to his early signing with Young Thug's YSL Records, an imprint of 300 Entertainment, and Atlantic Records. Two key executives stay involved: Rayna Bass and Selim Bouab, co-presidents of 300 Entertainment and Atlantic Records Hip-Hop, R&B and Global Music.

"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," Bass and Bouab said in a statement. "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."

Atlantic Music Group Chairman and CEO Elliot Grainge went further. "It's impossible to overstate Gunna's influence on this generation of hip-hop and music as a whole," he said. "We're grateful and honored that he's chosen AMG as his partner to bring this endeavor to music fans."

What does this change for Gunna?

In practice, it moves him from artist to executive. The label is the latest piece in a stated program of brand expansion. In August, Under Armour named him global brand ambassador and creative director of P-Star, a new platform spanning apparel, footwear and community initiatives.

The corporate context matters too. The deal arrives amid a series of leadership shifts at Warner Music Group. In September, WMG announced that Grainge would expand his responsibilities to become chairman of independent distribution arm ADA in the U.S., while Atlantic Music Group COO Zach Friedman would take on the additional role of ADA vice chairman. The changes form part of a broader realignment under WMG CEO Robert Kyncl, which has also produced new leadership appointments across the company's international divisions.

What the announcement does not say: financial terms, a release date for "Splurge," or any specifics on how the label's roster will be developed beyond the first three signings. The executives' praise is warm, but the commercial structure behind it remains undisclosed.

The test will come with output. If SB the Label's first releases match the chart performance Gunna has delivered since 2020, the "new chapter" will have substance; until then, it is a promising signature on an unseen contract.