The Marketing of Missy.

Rap musician Missy Elliott's handlers hope to convert their lucrative rapper into a celebrity brand name, like P. Diddy or Madonna. Over the past 10 years, the producer turned rapper has established herself as queen of the freshest beats around and commanded artistic respect in the music world. But, ask Elektra Records or Elliott's management, and they will say that Elliott is not quite there yet. Sylvia Rhone, chairman and chief executive of Elektra, acknowledges that Elliott's sales have kept building even in today's tough business environment. But Rhone and Mona Scott, Elliott's manager, are still looking for bigger ways to market their product.