Shaquille O'Neal is getting back in the label business. The basketball star is financing new hip-hop label Deja34, which has inked a worldwide marketing and distribution deal with Koch Records.

LOS ANGELES -- Shaquille O'Neal is getting back in the label business. The basketball star is financing new hip-hop label Deja34, which has inked a worldwide marketing and distribution deal with Koch Records.

Deja34, which has offices in Atlanta and New York, is headed by CEO Mark Stevens, who consulted for projects on O'Neal's last venture, the A&M-distributed TWisM. That label folded about three years ago.

Stevens tells ELW that O'Neal will have some input in Deja34 but will not be involved in day-to-day management or as an artist. "Right now his goal is not to record, but to finance the label," he says.

Deja34's first signing is Harlem-based rapper DJ Kayslay, a former Sony artist. A new album is due in April. DJ Kayslay also serves as head of A&R for Deja34, which has a staff of 10, Stevens says.