Gunna is stepping into a new role, announcing the launch of SB the Label in partnership with Atlantic Music Group.

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The four-time GRAMMY-nominated rapper will serve as CEO of the label imprint; he’s already signed three artists from the Atlanta area.

Gunna explained his vision in a statement to Variety. He said:

“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.”

He added:

“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 announcement, he released his new single ‘Pop It’ with a music video directed by Spike Jordan.

The song comes as the latest taste of new music set to line his upcoming album, ‘Splurge,’ due on digital shelves before the year’s end.

See ‘Pop’ below.

The partnership builds on his longstanding relationship with Warner Music Group; executives Rayna Bass and Selim Bouab remain involved.

“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,” said Bass and Bouab in a joint statement.

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