Gunna is making a bold power move beyond the recording booth.
With Gunna launching SB The Label, the Atlanta rapper is stepping into the role of label executive while unveiling his new single, “Pop It,” featuring tennis superstar Coco Gauff in its music video.
The double move signals a clear ambition: build a lasting music business while keeping his own star power firmly in the spotlight.
Gunna Builds His Own Platform With SB The Label
Launched in partnership with Atlantic Records on October 9, 2026, SB The Label introduces Gunna as more than a hitmaker. The imprint’s first roster includes Casper Bluff, Nechie, and Dracc, artists who have already collaborated with him.
For Gunna, the venture represents a chance to expand his creative control and help shape the careers of artists around him. But building a label is a tougher challenge than releasing a hit. Developing talent, navigating the business, and creating sustained success will determine whether SB The Label becomes a serious industry force or simply another celebrity-backed venture.
The move also comes amid questions about Gunna’s future label arrangements following his recent releases through YSL and 300 Entertainment. The full picture of how those relationships will evolve remains unclear.
Coco Gauff Brings Star Power to Pop It
The launch arrives alongside “Pop It,” a lavish music video featuring Coco Gauff, one of tennis’s biggest names. The unexpected crossover blends hip-hop swagger with elite sports culture, opening with a playful tennis exchange before shifting to a luxurious mansion, exotic cars, and extravagant party scenes.
Gauff’s appearance gives the video a striking cultural twist, pairing two stars from very different arenas. Yet the bigger story may be Gunna’s wider strategy: using music, visual spectacle, and high-profile collaborations to keep audiences engaged as he prepares for his next album, “Splurge”.
His previous album, “The Last Wun”, debuted at No. 3 on the Billboard 200 in 2025, reinforcing his commercial staying power.
Now, Gunna is betting on more than streaming numbers. SB The Label could become the foundation of his next era, but the real test is whether he can turn personal success into a platform that helps other artists thrive.
