Gunna Launches SB the Label in Partnership With Atlantic Music Group

Gunna has announced the launch of a new company, SB the Label, in partnership with Atlantic Music Group. The four-time Grammy nominee, born Sergio Giavanni Kitchens, will serve as CEO of the label, with three artists from the Atlanta area already signed.

The deal follows a string of successes from the Atlanta rapper, with his last three albums each peaking within the top three on the Billboard 200. He scored No. 1 debuts with both “Wunna” (2020) and “DS4EVER” (2022).

“SB the Label represents the beginning of a new chapter for me,” Gunna tells Variety. “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.”

He adds, “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.”

Alongside the new partnership, he has released his new single, “Pop It,” after teasing a new studio album, “Splurge,” with an accompanying music video directed by Spike Jordan.

The new partnership builds on Gunna’s longstanding relationship with Warner Music Group, dating back to his early signing with Young Thug’s YSL Records, an imprint of 300 Entertainment, and Atlantic Records. Key executives, including 300 Entertainment and Atlantic Records Hip-Hop, R&B and Global Music Co-Presidents Rayna Bass and Selim Bouab, remain in the fold.

“We’ve watched Gunna grow into not only one of his generation’s defining artists, but also a true leader as an entrepreneur and executive,” the pair said in a statement. “SB the Label is a natural extension of his vision, and we’re honored that he’s entrusted 300 Entertainment/Atlantic Music Group as his partner.”

Atlantic Music Group Chairman and CEO Elliot Grainge adds, “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.”

The label is another element of Gunna’s executive ambitions and brand expansion. In August, Under Armour named the rapper its global brand ambassador and creative director of P-Star, a new platform spanning apparel, footwear and community initiatives.

The new partnership also comes amid a series of leadership shifts across Warner Music Group. In September, WMG announced that Grainge would expand his responsibilities to become chairman of independent distribution arm ADA in the U.S., while Atlantic Music Group COO Zach Friedman would take on the additional role of ADA vice chairman. The changes are part of a broader realignment under WMG CEO Robert Kyncl, which has also seen new leadership appointments across the company’s international divisions.