Gunna and Coco Gauff launch new label and ‘Pop It’ video
Gunna Builds Empire: The Rise of SB The Label and the ‘Splurge‘ Era
Atlanta rapper Gunna is stepping into a new phase of his career, officially cementing his role as a label boss by launching his own imprint, SB The Label, in partnership with Atlantic Records. This move signals a significant expansion of his creative control and vision, ushering in a new chapter for the artist.
The new label is already populated with exciting talent. SB The Label is home to emerging artists like Casper Bluff, Dracc, and Nechie, who have joined Gunna in crafting new sounds. This foundation is already visible in their collaborative work, including their 2025 track, “I Can’t Feel My Face.”
For Gunna, the creation of SB The Label is more than just a business venture; it is about building an ecosystem. He described the endeavor as a means to expand his creative horizons and build a space that truly reflects where he is headed next in his musical journey.
The ambition behind the label is clearly recognized by industry leaders. Elliot Grainge, CEO of Atlantic Music Group, acknowledged Gunna’s immense influence on contemporary hip-hop and music generally, expressing gratitude for his partnership in bringing this endeavor to fans.
While Gunna’s journey continues to evolve, his commitment to his established ties remains strong. He confirmed that he is still signed to Young Thug’s YSL label, emphasizing that there has been no change in the underlying agreements.
Anticipation is building for his next major release, the album Splurge. Gunna has teased the upcoming project, hinting at an upper-echelon artistic level he is aiming for, though he has kept specific release dates under wraps.
The rollout for Splurge kicked off with the single “Pop It” on October 9th. The accompanying visual for the track was pure spectacle, pairing the music with American tennis phenom Coco Gauff.
The video delivered a lavish, high-fashion aesthetic. It featured Gunna in a surreal tennis court, where he performed a stunt, returning a blistering serve into the net. The setting was transformed, featuring a chandelier, a damask carpet instead of traditional court lines, and a stunning cliffside mansion overlooking the ocean.
The visual story continued with Gunna exploring an opulent estate, riding in exotic sports cars and enjoying a lavish party. The scene climaxed with a moment of playful chaos when Gunna accidentally shattered a glass of wine during the visual sequence.
This wave of creativity follows a successful run for Gunna, whose most recent album, The Last Wun, debuted strongly on the Billboard 200 in August 2025, achieving 80,000 album-equivalent units and marking his seventh top 10 project.
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