Grammy-nominated multi-platinum recording artist Gunna has officially announced the launch of a brand-new company, SB the Label, established in a high-profile partnership with Atlantic Music Group. The four-time Grammy nominee, born Sergio Giavanni Kitchens, is stepping into the role of chief executive officer for the newly minted imprint. Marking the ground-running launch of the label, three emerging artists hailing from the vibrant Atlanta music scene have already been signed to its roster, setting the stage for a major new collective presence in modern hip-hop.
The strategic joint venture arrives on the heels of a sustained period of incredible commercial success for the Atlanta rapper. Over the past several years, Gunna has cemented his status as a dominant force in contemporary music, with his last three full-length studio albums each peaking within the prestigious top three positions on the Billboard 200 chart. Furthermore, he secured consecutive No. 1 debuts with his critically acclaimed albums “Wunna,” released in 2020, and “DS4EVER,” which dropped in 2022, proving his rare combination of consistent streaming power and deep artistic resonance.
Speaking exclusively about this major career milestone, Gunna shared his perspective on what the new venture means for his professional trajectory and his close-knit creative community. “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.”
Expanding further on his motivations for taking on executive responsibilities, the rapper added insight into his broader creative ambitions. “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 major announcement regarding his label, Gunna has kept his musical output moving at a rapid pace by releasing his fresh new single, “Pop It.” The release follows widespread anticipation from fans after he teased an upcoming studio album titled “Splurge.” To accompany the new single and build excitement for the forthcoming project, a visually striking music video directed by acclaimed filmmaker Spike Jordan has also been rolled out to the public, amplifying the rollout campaign for the new era of his career.
This landmark partnership builds firmly upon Gunna’s longstanding relationship with Warner Music Group and its various umbrella entities. His history with the major music conglomerate dates back to his formative years in the industry, highlighted by his early signing to Young Thug’s YSL Records—an imprint operating under 300 Entertainment—as well as his ongoing ties with Atlantic Records. Key executives who have guided his journey over the years, including 300 Entertainment and Atlantic Records Hip-Hop, R&B and Global Music Co-Presidents Rayna Bass and Selim Bouab, remain closely involved in this new chapter.
Industry leaders have been quick to praise the rapper’s evolution from a chart-topping recording artist into a capable industry executive and entrepreneur. In a joint statement, Rayna Bass and Selim Bouab expressed their enthusiasm for the new venture and their continued collaboration with the artist.
“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. “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 also weighed in on the significance of the partnership, highlighting the immense cultural footprint the rapper has left on the industry. “It’s impossible to overstate Gunna’s influence on this generation of hip-hop and music as a whole,” Grainge noted. “We’re grateful and honored that he’s chosen AMG as his partner to bring this endeavor to music fans.”
The launch of SB the Label is just one component of a broader, multi-faceted expansion of Gunna’s brand and executive ambitions beyond purely releasing music. Earlier in August, the multi-platinum artist made waves in the fashion and corporate worlds when athletic apparel giant Under Armour named him its global brand ambassador. In addition to serving as an ambassador, he stepped into the role of creative director for P-Star, a newly developed platform encompassing apparel lines, footwear collections, and community-driven initiatives designed to engage fans on a deeper level.
The formation of this new partnership also takes place amid a larger wave of structural leadership shifts and corporate realignments across Warner Music Group as a whole. In September, WMG announced that Elliot Grainge would see his responsibilities expand significantly to take on the role of chairman of the independent distribution arm ADA in the United States. Concurrently, Atlantic Music Group COO Zach Friedman was appointed to take on the additional role of ADA vice chairman, signaling a tighter integration across WMG’s various sectors.
These executive changes are part of a broader, forward-looking corporate realignment spearheaded by WMG CEO Robert Kyncl. The comprehensive restructuring has also seen a series of key new leadership appointments implemented across the company’s international divisions, positioning the major music company to adapt to an evolving global marketplace while continuing to empower artist-led enterprises like Gunna’s newly minted SB the Label.
