In 2022, Atlanta rapper Gunna had one of the most magnetic and inescapable pop culture moments of the decade so far. His song, “Pushin’ P” with Future, had put hip-hop and social media users in a vice grip, metastasizing from the constraints of streaming platforms. In the weeks after its release, seemingly every music outlet had published a “what does ‘Pushin’ P’ mean” explainer. Gunna even found himself on LeBron James’ barbershop-themed talk show The Shop, breaking down its meaning for a panel including both the NBA All-Star and WNBA MVP A’ja Wilson.
A year later, the circumstances surrounding Gunna’s public persona had changed. There were even doubts that he could so pervasively influence pop culture again. Then, he dropped “Fukumean,” putting those concerns to rest, and proving once and for all that Gunna has become a cultural force, one of the most compelling names to emerge from Atlanta’s prolific trap rap scene in the past decade.
Gunna emerged from the post-SoundCloud Atlanta mixtape scene in the late 2010s, as listeners sought more grounded approaches to street-centric hip-hop, with a melodic approach to the sort of wordy but relatable raps purveyed by Gucci Mane and T.I. While his gift for blending old-school and new-school styles made him a fan favorite, his adventurous fashion sensibilities set him apart from many of his peers.
PHOTOGRAPHY BY: Peter Donaghy
EDITION 31 | JUNE 25, 2025
In the early days, much of Gunna’s appeal came from the ready chemistry he displayed with collaborators like Future and Young Thug, especially when it came to Drip Harder collaborator Lil Baby. These days, though, he’s mostly been going it alone, save sporadic appearances from the likes of Big Sean, IDK, and Offset – notably branching out from the confines of his hometown. This recalibrated approach has served him well; since 2023, his output has continued to appear consistently in the Billboard 200 top five, while singles such as “Fukumean,” “Jump,” and “Him All Along” have dominated on playlists.
Throughout 2025, he’s been gearing up for the impending release of his sixth studio album. He’s laid a powerful foundation for the future of his music career, and has the talent, drive, and versatility to push P well into the future, because he’s been him all along. And if you doubt him – fukumean? Below, find the launch of UPROXX’s new VISIONARIES series. It combines a cover story photoshoot and interview with UPROXX Chief Visionary Officer will.i.am with a first-of-its-kind performance show on a state-of-the-art XR stage where a dynamic visual world is built in real-time via each artist's music, voice, and movements. Season 1 of this show is titled "Bending The Matrix" – a reference to how certain creatives seem to be able to literally bend the gridlines of the universe. We couldn't think of a better artist to launch with than Gunna.
will.i.am:
Welcome, Gunna, to the Visionary stage. Thank you for rocking with us and taking time out of your day to come get interviewed. 'Cause you rarely do interviews.
Gunna:
Happy to be here. I probably wouldn't have did it if it wasn't for you.
will.i.am:
That means a lot, bro. How would you describe this era of your life, both personally and creatively?
Gunna:
I would say: "alignment." Because I'm aligned with everything creatively that's personally going on in my life. When it comes to music, this era has all been today in time. What's current with me. What's happening with me. I feel like that's how it's aligned.
will.i.am:
Where do you record most of your music?
Gunna:
Here and there. Mainly LA, 'cause I'm here. But when I travel, too.
will.i.am:
You've got the studio on the bus?
Gunna:
The portable kit, yeah.
will.i.am:
That's dope. I like rocking out in the world, cause you really feel – it's instantaneous. You really can absorb the environment and get to the hotel room or Airbnb. You Airbnb or hotel?
Gunna:
Airbnb or hotel. It depends on – some places we might go, the hotels is top tier, and then sometimes, they not. So, we might get a Airbnb that's top tier. I record everywhere.
will.i.am:
That's what's up. For me, when I started, A Tribe Called Quest was my everything. I'm a descendant of A Tribe Called Quest. A lot of us – Common is a descendant of A Tribe Called Quest. Even 'Ye. Who are you a descendant of in the Atlanta trap scene?
Gunna:
I'm a descendant of the south side of Atlanta, College Park. There's where I grew up at. That's where a lot of my jewels come from. Pointer Ridge, that's my neighborhood that I grew up in, also known as Shady Park.
When I was a kid growing up there, I got a lot of jewels and a lot of swag from there. Even when I branched out, grew older, and started moving around Atlanta, it just stuck with me. I'm always gonna be a descendant of the south side.
will.i.am:
Any particular artist that you gravitated toward or that you saw how they were rocking and you wanted to rock like them and elevate it?
Gunna:
The whole Atlanta culture. I grew up all Atlanta. Down to Outkast and TIP. I was a student. I'm still a student. I'm always gonna be a student. That's what molded me, just listening to Atlanta OGs.
will.i.am:
With all the trap artists and the depth of the scene, what do you think it was about you that made you rise to the top? What really gave you that edge to break through the noise?
Gunna:
I think determination. Me being determined and me believing. I always believed that I would be an artist. Not even knowing what level. I just always knew I'ma be a rapper, I'ma do music. And I believed it.
will.i.am:
I remember in 2000, we were on tour opening up for OutKast. And I remember they thought I was weird, but I looked at Andre and was like, "that n**** is weird." But I was still really inspired by his individuality. And Atlanta has a lot of folks that are just free with themselves. I see that with you. You don't look like a cookie cutter. You don't feel like a duplicate like how Andre didn't feel like a duplicate. You got that. What was it with you? How did you keep your originality?
Gunna:
I think it starts with being me first. As a kid I always liked to dress. I could say from my older homies. They inspired me to be like, "Oh, that's cool," and I liked certain things but I always just wanted to do something different. Add my little flavor on it and add my little two cents to it, and that's what made it mine. When I put my touch on it, whatever it could be.
Nothing's really new like that nowadays, but you can always do something to make it your way. That's what I been doing.
will.i.am:
Your creativity merges music with technology and visuals. How do you incorporate fashion, sound, and vision with your work?
Gunna:
They mesh, they go together. When I'm making music, I might see something while I'm doing it. I might be making a song, and I could see myself riding with the Porsche drop top. Or after I play it back, I wanna show the people. Sometimes I feel like if I don't give you my vision or give you the music with something that go with it, you won't feel it all the way.
will.i.am:
Musically, is there a single idea that frames this new project? A theme, concept, or umbrella?
Gunna:
It's not a theme or a concept. When I create, I go with what I feel. I might approach an album not even knowing the title yet and it'll form. It'll come to me just through life and just living. So for this album in particular, it's no theme. It's in current time of what's happening with me.
will.i.am: You fuck with AI?
Gunna: I fuck with it, but I'm not hands-on with it. I'm not against it; I'm gonna for sure tap in to it, but I'm taking my time.
will.i.am: This shit is next level. You gotta tap in deep real soon. Cause like 2030? Bro. This next five years is gonna be so transformational. We compete with humans right now. In 2030, it's gonna be full-on AI artists that produce it, write it, and star in the videos.
Gunna: I gotta sign me an AI artist, fast. Get with 'em, you can't beat 'em.
will.i.am:
Do you pull from a bunch of different producers?
Gunna:
Yes.
will.i.am:
When you're in the studio, what comes first – a hook, a lyric, a bar, a flow?
Gunna:
First, it's the melodies and cadences for me. Then, if I love it, let's start dissecting it, adding in some words. Nine times out of ten, I done said a few words while I was just freestyling the cadence, and then that's when I start to cook.
will.i.am:
Do you write on paper?
Gunna:
Nope, but this is what I do: I go back in on all my songs. For the last three years, maybe. Now, when I do a song, I live with it, I ride with it, and then I go back to it, if it needs to be touched again.
will.i.am:
I think the last time I wrote on paper was – I can't remember. I get on the mic, get my cadence... then go in and convert the vowels of the words, and then through that, the concept comes.
Gunna:
I think when I play it back, I try to grab something that's... you might hear something out of that whole take, you like "Oh, this is it, right here." And I'm taking that, and I might build off of that.
will.i.am:
I think that's the freest way to create. That's the most natural way to approach music.
You posted a picture of you behind the boards on IG. Did you do some production work on the album as well?
Gunna:
Not on this album. Usually, when I help with making beats, it'll be like, "Hey, add this sound for me." But lately, I been adding my sounds myself. But that's me experimenting, I haven't really put a song out that I've physically touched.
will.i.am:
What can you tell me about the visuals that are gonna go on this next album?
Gunna:
These visuals are showing more of me. Not just showing my face. It's me showing, "This is what he likes to do." Versus me telling you, and you might know, like, "He goes to the gym." These next videos are going to show more real-deal lifestyle of me, but creatively.
will.i.am:
You work with Daniel Arsham. How did you come across him and how did that whole collaboration work?
Gunna:
Spike Jordan, my creative director, was inspired by his work and was like, "I feel like we should work with him." I always want to work with different artists for my album covers. That's just my thing, I've been doing and wanted to continue to do. So, me and my team all source different artists whose work we like. I might use them for a cover, or I might just buy some art from them. You just never know.
We found Daniel Arsham. When [Spike] sent me his work, I'm like, "It's hard but it look like something." And then it hit me -- I had bought one of his art pieces from Dior, he did a collab with Dior, and it's just basically Dior in crystals. So I'm like, I already shopped with him, I like his work. So I reached out to him, just letting him know I'm interested in doing some work, I'm already a fan of your work. And it went from there.
will.i.am:
You ever thought about doing a Gunna-curated art gallery?
Gunna:
Nah, I haven't.
will.i.am:
That shit would be dope.
Gunna:
Like, all pieces that I like?
will.i.am:
You just go to all the artists you like, you have them make a piece, then you invite all your homies, and they come and buy that shit, and you get a commission. Why can't Gunna have a Sotheby's?
Gunna:
I love that idea.
will.i.am:
Were there any decisions on this project that felt particularly risky?
Gunna:
Nothing on this album particularly feels risky. Well, everything is a risk, but not a risk that doesn't come with a reward.
will.i.am:
You've made hits; I've made hits. When you go in the studio, do you go in with the mindset of, "Yo, I'm about to make a hit!" or do you just go in the studio, and whatever comes, comes?
Gunna:
No, I kinda just go off of how I feel that day. I could go to the studio and listen to 100 beats. It could be uptempos, downtempos... it's what I feel that day. I can't make an uptempo song if I'm just not in that mood. You know, them days that we up and we done had a good time, when that uptempo vibe hit, it's gonna come.
will.i.am:
Did you know "Fukumean" was gonna be a hit?
Gunna:
For sure. But I didn't record it saying, "This is gonna be a hit." When I digested it, and it was finished, and the work was done, I knew then. We gotta front that. Put him up in the front; don't put him in the back. They need to hear him.
will.i.am:
Your first show after your incarceration, in New York, sold out. Most people coming out don't have that experience. What does that feel like?
Gunna:
It's one of the best feelings in the world, that I'll never forget. I never take it for granted. I can just go back to that time and be like, "Man, my fans really came through for me." It was about me but it was really about them showing up for me. I got die-hard fans, for sure.
will.i.am:
What's the message you have for your fans?
Gunna:
First, thank you for being with me. And never give up. Don't stop, especially when they want you to stop. Really keep going then. That's when you really, really push. Pray until something happens. A lot of things will pull you down or get it your way... when you get over the hump, you feel stronger.
will.i.am:
What was it that brought you the most peace when shit was chaotic?
Gunna:
Isolation. And deep talks with genuine people, family. I take heed, I listen. So when I'm going through something, or it's chaos going on, you still gotta look and see what's in front of you and what's going on around you. Because it's clues and it's ways to get through stuff you might not know, but you can find out. You gotta figure it out. It might be through words of your moms, or it might be everything together that you take and you can use.
will.i.am:
You're the first Uproxx Visionary. What does being a visionary in a creative space mean to you?
Gunna:
It's a blessing. Being a visionary is a person who can see something before someone else sees it, but they can help you see it or help me see it, and bring it to life. That's important. We need visionaries in the world. We need people to help us see things. I'm a hands-on type of person; don't just tell me, show me. A visionary can show you in so many ways.
Article
Interviewer:
will.i.am (@william)
Editor:
Aaron Williams (@aaronwilliamsthewriter)
Digital Design:
Carlos Sotelo (@barlosx)
Senior Director Of Editorial:
Philip Cosores (@philipcosores)
Photos
Photographer:
Peter Donaghy (@donslens)
Creative:
Zach Okami (@zachokami)
Stylist:
Bobby Wesley (@bobbywesley)
Producer:
Satien Mehta (@sat_the_producer)
Production Company:
Drice Creativity Inc. (@drivecreativityinc)
Gaffer:
Kevin Cecil (@kevin__iso)
2nd Assist:
Morganne Boulden (@morganneboulden)
Digitech:
Mazhar Badani (@mazharbadani)
CGI/Digital Art:
Will (@killwillprod)
Photo Assistant/BTS:
Rachel Kupfer (@byrachelkupfer)
PA:
Brandee Allen (@bda.photo)
Performance
Head of Creative:
Steve Bramucci (@steve_bramucci)
Director:
Steve Vasquez Jr. (@stevenger)
Creative Director on behalf of Gunna:
Spike Jordan (@spikejordan)
XR Visuals:
The VESSEL (@vesselvibe)
XR Stage:
Global Trend Pro (@globaltrendpro)
