By Phyllis Furman
19 March 2007

NEW YORK - Chris Lighty has just arrived at his Manhattan office from his sprawling home in New Jersey, where the Bronx-born hip hop impresario lives near rich Wall Street execs and surgeons.

The 38-year-old manager of rap superstar 50 Cent removes his coat — a black sheared fur from Gucci — and takes a seat in his office filled with platinum records and a lifesize cardboard cutout of his chart-topping client.

A best-selling workout book by LL Cool J, another Lighty client, sits on a conference room table. Nearby are bottles of VitaminWater, one of many brands endorsed by 50 Cent.

Lighty’s stable of hip hop royalty - including headliners like Missy Elliott, Busta Rhymes, "American Idol" winner Fantasia and his latest addition, Diddy - have made him one of the most powerful talent managers in the music business.

Since its start in 1989, artists associated with Lighty’s company, Violator Management, have sold some 70 million CDs. Last year, company revenues hit $15 million, about three times what they were five years ago, he said. Profits grew 50 percent to $5 million over the same period.

"He’s had the Midas touch," said hip-hop entrepreneur Steve Rifkind, CEO of SRC Records.

It wasn’t always that way. Lighty grew up during the 1980s in the gritty Bronx River Projects surrounded by crack and crime. He was one of six children brought up by a single mom working two jobs to feed the family. He saw his best friend, DJ Scott La Rock, murdered before his eyes, the victim of a trivial spat.

Starting a business was Lighty’s ticket out.

"That was the only option," he said.

While still a teen, Lighty spotted an industry with potential: hip hop. He took advantage of contacts he made in the neighborhood to get started as a manager, hooking up with rap act the Jungle Brothers through local hip hop pioneer, DJ Red Alert. With just a cell phone and a pager, Lighty was in business.

More acts followed. By the time he was 19, Lighty made his first $100,000. By 21, he was a millionaire.

His tough childhood made him watch every dollar. Lighty said he doesn’t borrow from banks. Over the years, he has funded his business with his own savings and by striking alliances with larger companies - including a long stint working for rap kingpins Russell Simmons and Lyor Cohen, a key mentor.

Lighty never went to college, but said he was inspired by the work ethic of the scrappy street businesses of the South Bronx, whether they were peddlers, numbers runners or drug dealers.

"I got my MBA in hell," said Lighty, who now makes his home in Livingston, N.J. "The guy walking down the block selling, he’s going to sell anything he can get his hands on."

Likewise, as sales in the record industry continue to slump, Lighty has been able to keep income flowing for his clients by adding revenue streams - whether it be LL Cool J’s clothing label Todd Smith, Missy Elliott’s Adidas line or Fifty’s G-Unit apparel.

"Last year we brokered $150 million in business and we didn’t put albums out," he said.

By far Lighty’s biggest coup was signing 50 Cent in 2003. He turned the ex-drug dealer into a $200 million marketing machine, linking the entertainer’s outlaw image to everything from ringtones to video games to athletic shoes.

Over the years Lighty played a key role in what has now become mainstream: pairing hard core artists with Main Street marketers looking for hip hop edge. Think of Busta Rhymes in the Mountain Dew commercial.

Now Lighty’s betting others will hire him to do the same. He’s in talks to launch his own marketing and advertising company, called Brand Asset Group. In the process, he’s expected to sell a piece of Violator.

"We’re about to make a lot of money," Lighty said.

He’s has had his share of disappointments, too. Lighty blundered badly when he agreed to go into business with ex-showbiz power broker Michael Ovitz, who hired the rap manager and his team in 2000. The short-lived marriage led to a legal dispute still going on today.

"He was Mr. Hollywood - and he got nothing done," Lighty said of Ovitz. "I’ve lost millions of dollars litigating."

Ovitz’ lawyer James Ellis declined to respond other than to say, "(Ovitz’) Artists Management Group and Mr. Lighty were parties in an employment agreement and are in the process of arbitrating certain disputes."

These days Lighty doesn’t have much time to dwell on the past. He’s looking for a new home in wealthy Alpine, N.J. - the home of hip hop bigshots like Diddy, Lil’ Kim and Damon Dash - to share with his wife and five kids.

His artists are busy with new projects. 50 Cent is in the studio recording his next CD, "Before I Self Destruct," due out in June. Lighty is already thinking big.

"We hope to bring sales back to the music industry," he said.

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Q&A WITH CHRIS LIGHTY

Q. What would you do differently?

A. Not go into business with Michael Ovitz.

Q. What’s been your biggest surprise?

A. Understanding the music business is really a business. You can still have your integrity and make money.

Q. What’s been your biggest challenge?

A. Explaining to Madison Avenue that rappers can move their product.

Q. Where do you want to be a year from now?

A. The goal is to move Brand Asset Group to the same level Violator is at.

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© 2007, New York Daily News.

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