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 200.
He scored No. 1 debuts with both “Wunna” (2020) and “DS4EVER” (2022). 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’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.
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