Gunna Builds SB THE LABEL Around Atlanta Talent and a New CEO Role

Gunna sits in the open doorway of a vehicle wearing a suit and sunglasses.

Gunna is adding artist development to his own recording career. The Atlanta rapper announced SB THE LABEL on October 9th, with Atlantic Music Group as its partner and Gunna serving as CEO. The move gives his next chapter a business focus beyond the release of another single.

The opening roster consists of Casper Bluff, Nechie, and Dracc. In the launch announcement carried by BroadwayWorld, Gunna described the three as his brothers and framed the company as an opportunity to expand what he creates. Those relationships are the foundation of the label’s first public introduction.

Nechie already has a recording connection with Gunna: Music Business Worldwide notes that he appears on “i can’t feel my face” from “The Last Wun.” Dracc is identified in the announcement with “P Star.” The initial lineup gives listeners three names to follow as the company begins building its catalog.

Financial terms were not disclosed, according to Music Business Worldwide. The announcement therefore establishes the partnership and Gunna’s executive position, but it does not establish an ownership percentage, a valuation, or the contractual terms for the signed artists. Those details should not be assumed from the CEO title.

Rayna Bass and Selim Bouab, the 300 Entertainment leaders who also hold senior genre roles at Atlantic, welcomed the venture as an extension of Gunna’s development as an entrepreneur. Atlantic Music Group CEO Elliot Grainge also endorsed the partnership. Their statements place the new company within an existing major-label relationship.

The launch coincided with “pop it,” whose Spike Jordan-directed video features Coco Gauff. That release belongs to the announcement’s rollout; the separate story here is the new artist-development operation. PowerPage’s October 9th Hip-Hop Friday roundup covers the music side of that week.

For fans, the next useful measure will be what SB THE LABEL delivers for its roster. The announcement provides the names and executive structure. Future releases will provide a clearer picture of how the label’s ambitions translate into opportunities for those artists.