Shaquille O'Neal isn't the only Los Angeles Laker running his own label. Kobe Bryant's Heads High Entertainment is finally off the ground and has a "We Are the World"-type cover version of Kool and the Gang's "Cherish" in the works.

Heads High CEO Jerrod Washington, who founded the company with Bryant in June, said Nas, Gangsta Boo, Mia X, Next, Krayzie Bone, Ludacris and Shaq himself have all signed on for the project, with Sisqó and 112 close to confirmation.

Proceeds from the single, on which children will sing the chorus of Kool and the Gang's 1984 love ballad, will go to the Cherish Foundation. The foundation will distribute the funds to victims of school violence and their families to help pay for funerals and counseling.

Bryant will appear on the song but not as a rapper. He'll be quoting violence-related statistics.

Heads High hopes to record "Cherish" in Los Angeles in May and film a video soon after. Both song and video should hit the airwaves in September.

"I'll do anything for the babies," said Mia X, who jumped at the opportunity to participate. "I'm about change, peace and love. I'm amped for one of these CEOs to put together a 'Self Destruction Part 2,' " she added, referring to the 1989 anti-violence single recorded by the Stop the Violence All-Stars.

Focusing on the NBA playoffs, Bryant, who recently left Columbia Records, couldn't confirm whether or not he'll drop his debut album on Heads High. He does, however, have a string of new talent he'd like to introduce to the world, including Uneek, whose debut album hits stores in July.