Gunna is stepping into a new chapter of his career. The Atlanta rapper has returned with pop it, his latest single, accompanied by a music video featuring tennis superstar Coco Gauff. But beyond the new music, the release arrives alongside a significant move behind the scenes: the launch of his own label, SB THE LABEL, in partnership with Atlantic Music Group.
Released on October 9, 2026, pop it marks Gunna’s first solo single of the year and gives fans a fresh look at what he has been building since his 2025 album The Last Wun. The release connects music, sport, fashion and the next stage of his business ambitions, positioning this moment as more than a standalone single.
For an artist who has spent years building a recognisable sound and a global audience, the next move is not only about what he puts out. It is also about what he can build around himself.
Gunna Opens a New Chapter With ‘pop it’
On the surface, pop it is a new addition to Gunna’s catalogue. Its accompanying visual, however, gives the release a wider identity. Rather than relying on a conventional performance setting throughout, the video moves through different environments, mixing tennis-court scenes with luxury travel and polished lifestyle imagery.
Directed by Spike Jordan, the visual features Coco Gauff alongside appearances from artists connected to Gunna’s new label. The combination brings together two worlds that rarely share the same centre stage: contemporary hip-hop and professional tennis.
Gauff’s appearance is particularly notable because she is not simply another celebrity cameo. As one of the most recognisable figures in modern tennis, her presence gives the video a connection to a different audience while reinforcing the crossover between sport and music culture.
The video also features Casper Bluff, Nechie and Dracc, the first artists announced under SB THE LABEL. Their inclusion makes the release an introduction to the new imprint’s wider circle, not just a moment for Gunna alone.
Watch the Official Music Video
Watch Gunna’s official pop it music video below, featuring Coco Gauff and the new SB THE LABEL circle.
The visual leans into movement, confidence and a luxury-focused aesthetic. Tennis-court sequences provide one of its central settings, while scenes involving travel and high-end surroundings broaden the atmosphere. The result places Gunna within the lifestyle-driven visual language that has become a familiar part of contemporary mainstream rap.
Rather than making the video feel like a separate promotional piece, the appearance of Gauff and the label’s new artists ties it directly to the larger moment surrounding the release. It gives audiences several reasons to pay attention while keeping Gunna at the centre of the presentation.
Coco Gauff Brings Sport Into the Picture
Coco Gauff’s involvement is one of the release’s biggest talking points. The American tennis champion has built a profile that reaches well beyond the court, making her appearance a natural point of connection between sport, entertainment and popular culture.
Her role also gives the video a different energy from a traditional rap visual. Tennis becomes part of the setting and concept, creating a meeting point between Gauff’s sporting world and Gunna’s musical identity.
Celebrity appearances in music videos can sometimes feel like brief additions designed mainly to generate headlines. Here, the tennis connection is woven into the visual’s concept, making it part of the experience rather than simply a name attached to the release.
The collaboration reflects how music videos increasingly operate as cultural meeting points. An artist can use a release to connect with fashion, sport and other entertainment spaces without moving away from the music itself. For Gunna, the presence of Gauff helps give pop it a distinct visual identity at launch.
SB THE LABEL: More Than a Name
The release arrives with an announcement that could have a longer-lasting impact on Gunna’s career: SB THE LABEL, his new imprint established in partnership with Atlantic Music Group.
Gunna is taking on the role of CEO, expanding his position from recording artist into label leadership. The first roster includes Atlanta artists Casper Bluff, Nechie and Dracc, giving the imprint an initial group of talent to develop and introduce to wider audiences.
In comments reported by The FADER, Gunna described the label as the beginning of a new chapter. He explained that he wanted to start it alongside his brothers Casper Bluff, Nechie and Dracc, while expanding what he could create and building something that represents where he is heading next.
The announcement suggests that Gunna’s ambitions now extend beyond releasing his own records. With a label, he has a platform through which he can help shape releases from other artists, contribute to their creative direction and potentially build a wider musical identity around the imprint.
That does not mean the transition from artist to executive will happen overnight. Building a successful label requires more than a launch announcement: it depends on discovering talent, supporting artists, delivering music consistently and creating a clear identity that listeners can recognise. SB THE LABEL is at the beginning of that process, and its first releases will help establish what it becomes.
What ‘pop it’ Could Mean for His Next Album
pop it is also connected to Gunna’s next album, Splurge. The project has been discussed as his upcoming seventh studio album, although a firm release date had not been confirmed in the coverage surrounding the single’s arrival.
That leaves the new track with two roles. It gives listeners fresh music in the present, while also helping introduce the direction Gunna may explore on the next full-length project. Whether the album arrives later this year or its plans change, pop it begins building anticipation around what comes next.
Its release follows The Last Wun, which arrived in 2025 and continued Gunna’s run as one of Atlanta’s prominent mainstream rap voices. With the new single, he is moving forward without leaving behind the visual polish and lifestyle elements that have become familiar parts of his public image.
At the same time, launching SB THE LABEL gives the next phase a wider purpose. The coming releases will help show whether the imprint develops into a distinct creative platform and how closely its identity will connect to Gunna’s own music.
A Strategic Move for Gunna
There are two clear sides to this release. Musically, pop it gives fans a new record and a video built around a crossover appearance from Coco Gauff. Professionally, it introduces SB THE LABEL and the first artists connected to Gunna’s new business venture.
The two moves support each other. A high-profile single can introduce a new label to a broad audience, while the label gives the release a larger story beyond streaming numbers and video views. It creates an opportunity for Gunna to use his own platform to draw attention to artists he wants to develop.
Still, the launch is a starting point rather than proof of what the label will ultimately achieve. Its long-term impact will depend on the music, the artists it develops and its ability to establish a presence of its own.
For now, Gunna has made his next move visible. With pop it, a video featuring one of tennis’s biggest stars and the introduction of SB THE LABEL, he is opening a new chapter that brings together his music career and ambitions behind the scenes.
Whether listeners arrive for the song, Coco Gauff’s appearance or the label announcement, the message is clear: Gunna is thinking beyond his next single. The next phase will be about what he can create — and what he can help build.
Stream “pop it” and watch the official video above.
