Gunna’s “pop it” Opens the Splurge Era

Gunna’s new single runs about two minutes. The business it arrived with, a label of his own backed by Atlantic Records, is built to run much longer.

Gunna posted the cover art for “pop it” to Instagram on Monday, October 5, along with a short scope preview of the song’s opening. Four days later the track was everywhere at once, styled in lowercase, and its Apple Music listing puts the whole thing at roughly two minutes. That brevity undersells what Friday actually delivered, because the song landed on the same day its author became a label boss.

Signal. What happened: Gunna rel “pop it” on Friday, October 9, 2026, and launched SB The Label, his own imprint, in partnership with Atlantic Records the same day. Exact object: “pop it,” a single of roughly two minutes carrying a 2026 Gunna Music, LLC copyright line, accompanied by an official video directed by Spike Jordan. When and where: Out now on major stream services, with the video released alongside the song. Source: Billboard’s report on the label launch and the single’s own stream listicle. Why it matters: It is the first release tied to a label Gunna runs himself, and the opening move of the rollout for Splurge, his next album.

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Gunna serves as CEO of SB The Label, which operates through a partnership with Atlantic Records, and the first roster is a tight one: Nechie, Casper Bluff and Dracc. Nechie is the most familiar name of the three, a longtime convincer who appeared on “I Can’t Feel My Face” from Gunna’s 2025 album. Casper Bluff and Dracc arrive as emerging acts, and all three come out of Gunna’s home turf around Atlanta. “SB The Label represents the beginning of a new chapter for me,” Gunna said in a statement, adding that it only felt right to begin it beside three artists he calls his brothers.

The deal also settles a question that has hung over him for more than a year. The Last Wun, rel August 8, 2025, was billed as his final project under YSL Records and 300 Entertainment, and it opened at No. 3 on the Billboard 200 with 80,000 equivalent album units. When he named his next album in a September interview, he still would not say where it would land, only that he was not working as a free agent. Friday’s announcement filled in that blank. With Atlantic attached, SB The Label is a major-backed imprint rather than a fully independent operation, but the label is his to run.

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Spike Jordan, who has been directing Gunna’s videos since the WUNNA era, shot the official clip for “pop it,” and it does double duty as a label introduction by putting all three SB signees on screen. The guest star comes from outside music entirely: Coco Gauff, the American tennis star, makes an appearance that ties the video to the athletic world Gunna has been building around himself.

That world was front and center in the press materials announcing the single, which spent as much time on Gunna’s year away from the booth as on the song. He has taken on a creative director role at Under Armour, added fitness and wellness partnerships, and grown his annual Gunna’s Great Giveaway to include the WUNNA Run 5K. The teaser clip he posted ahead of release reportedly showed him doing push-ups on the trunk of a convertible, which fits that picture neatly.

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“pop it” is the first look at Splurge, the album title Gunna revealed in September while describing a push toward a new level of his career. No release date, tracklist or guest list has been announced yet. When it does arrive, it will be his seventh studio album and the first expected to come out through his own label rather than the YSL and 300 arrangement behind the previous six.