Gunna launches SB THE LABEL with three Atlanta artists

Gunna has opened a new front in his career with the launch of SB THE LABEL, an Atlanta-focused imprint formed in partnership with Atlantic Music Group. The company announced Friday, October 9, that Gunna will serve as chief executive and that Casper Bluff, Nechie and Dracc are its first three signees. The move shifts him from recording artist alone into an executive role responsible for developing other performers, while keeping the label connected to the distribution and promotion infrastructure of a major music company.

The initial roster is deliberately local. All three artists come from Atlanta, the city that shaped Gunna’s music and remains central to his public explanation of the label. The announcement describes Casper Bluff as a rising Atlanta artist, presents Nechie as a longtime collaborator with a melodic style and identifies Dracc with the underground track ‘P Star.’ Their inclusion makes SB THE LABEL more than a vanity imprint at launch: it begins with artists whose own releases and growth will provide the clearest test of the company’s purpose.

Gunna said the label is meant to create opportunities that last beyond a single moment and to help emerging artists build durable careers. That goal matters in a business where visibility can arrive before an artist has the team, leverage or time needed to turn attention into a catalog. An artist-led imprint can offer mentorship informed by firsthand experience, but its value will ultimately depend on the contracts, resources, creative freedom and long-term support available to the people signed to it. Those details have not been made public.

The launch arrived alongside ‘pop it,’ Gunna’s first preview of his forthcoming album ‘Splurge.’ Apple Music lists the two-minute single as an October 9 release carrying a 2026 Gunna Music, LLC copyright. The credit is notable because it places Gunna’s own company on the recording even as SB THE LABEL begins its partnership with Atlantic Music Group. Public materials do not explain how the two entities divide ownership, distribution or master rights, so the metadata should not be read as proof that the broader venture is fully independent.

A Spike Jordan-directed video extends the rollout into a showcase for the new roster. Tennis star Coco Gauff appears in the visual, and Casper Bluff, Nechie and Dracc are featured as well. The casting gives SB THE LABEL’s first public moment a reach beyond core rap audiences while introducing the signees next to the artist whose name anchors the company. It also links the imprint announcement to a concrete release rather than leaving the label as a business name with no music attached.

The partnership places Atlantic Music Group in the position of supporting a company built around Gunna’s taste and Atlanta relationships. Major-label partnerships can supply capital, marketing, radio promotion, global distribution and administrative support that are difficult for a new imprint to assemble alone. They can also leave important questions about control. No public announcement has specified ownership percentages, budgets, album commitments, recoupment terms or which party has final authority over the signees’ music.

For Atlanta hip-hop, the more consequential story may be whether the imprint develops a repeatable path for artists who have already built local momentum. The city has a long history of performers creating crews, labels and business networks that bring other artists forward, but a famous founder does not guarantee that a roster will receive sustained attention. That is an editorial inference, not a claim about the private agreements here. The evidence will come through releases, touring support, credited creative teams and whether each signee can establish an identity beyond association with Gunna.

The next benchmarks are straightforward. SB THE LABEL has to introduce music from Casper Bluff, Nechie and Dracc, and Gunna still has to announce a release date and full details for ‘Splurge.’ Until then, the October 9 launch establishes the structure, leadership and opening roster—but not yet the results. Gunna is now publicly asking to be judged as both an artist and an executive, with the future of three Atlanta performers tied to how that second role develops.