Gunna Launches SB THE LABEL and Takes Coco Gauff to the Court in “Pop It”

Gunna’s first solo song since he left YSL Records puts him on a tennis court opposite Coco Gauff, and it arrives with a new job title: CEO. “Pop It,” out Friday (Oct. 9), is the first release from SB THE LABEL, his new imprint in partnership with Atlantic Music Group.

He isn’t starting it alone. The first three signees are Casper Bluff, Nechie and Dracc, and Gunna framed the launch as a group move in a statement shared with XXL and The FADER:

SB THE LABEL represents the beginning of a new chapter for me. 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. 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.

Gunna, The FADER

Atlantic Music Group chairman and CEO Elliot Grainge went bigger. “It’s impossible to overstate Gunna’s influence on this generation of hip-hop and music as a whole,” he said in a statement. “We’re grateful and honored that he’s chosen AMG as his partner to bring this endeavor to music fans.”

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The move closes a chapter. Gunna’s last album, 2025’s The Last Wun, debuted at No. 3 on the Billboard 200 and was his final project under Young Thug’s YSL Records, Complex notes. When Forbes’ The Enterprise Zone asked about his status in September, he wouldn’t say he was a free agent: “We in the works,” he said, per HotNewHipHop. Now the works are public.

Watch the “Pop It” video

The video is directed by Gunna’s creative director, Spike Jordan, and starts with the two of them battling it out on the court before turning into a tour of beaches, mansions and villas, with Gunna in a rotation of suits from Miu Miu to Bottega Veneta. “Gunna has been wanting to get into tennis, so for this video, we thought, why not just learn from the best and make it a reality,” Jordan told The FADER. Watch it below.

Gunna – “pop it” (Official Video)Gunna · Watch on YouTube ↗

The song itself is a flex about cars and cash, and at just under three minutes it doesn’t hang around. HotNewHipHop calls it the first preview of Splurge, the next album Gunna named in that Forbes interview. He didn’t commit to a date then: “If I feel ready, it could come out next month,” he said. “But if I’m not ready, I’m not ready yet. I don’t have a date.”