Posted by Gunna has officially launched his own record label, marking a significant transition in his career after parting ways with YSL Records. The Atlanta-based artist, who has been a cornerstone of modern hip-hop, is now stepping into the role of CEO with the debut of SB The Label, established in partnership with Atlantic Music Group.
The announcement arrives alongside the release of his latest single, “Pop It,” which dropped on Friday, Oct. 9. The 33-year-old rapper is wasting no time in building his roster, confirming that the label’s inaugural signees include Casper Bluff, Nechie, and Dracc. For Gunna, this venture represents more than just a business move; it is a deliberate step toward creative autonomy.
“SB THE LABEL represents the beginning of a new chapter for me,” Gunna stated in a press release. “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.”
Atlantic Music Group Chairman and CEO Elliot Grainge expressed his enthusiasm for the partnership, highlighting the rapper’s enduring impact on the culture. “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,” Grainge said.
The launch of the label coincides with the release of the “Pop It” music video, which features a high-profile cameo from tennis star Coco Gauff. Directed by Spike Jordan, the visual leans into themes of luxury and opulence, mirroring the aesthetic that has defined much of the rapper’s discography.
This transition follows a prolific tenure with YSL Records, where Gunna collaborated extensively with Young Thug. His catalog includes massive hits such as the Diamond-certified “Drip Too Hard” with Lil Baby, “Pushin P” featuring Future and Young Thug, and the viral success of “Hot” with Travis Scott. His final project under the YSL banner, The Last Wun, was released last August, signaling the end of an era and the start of his new executive journey.