Sam Phillips . . . Toni Childs . . . and Betsy : <i> A periodic look at who’s making news in pop music. </i> : Betsy’s New Style

“We couldn’t write any more songs about whips and chains--we wrote them all,” says the singer known only as Betsy, whose namesake heavy-metal group recently abandoned its troublesome longtime name--Bitch--as well as its leather-studded dominatrix image.

Why the shift?

“It got old. So you just move on.”

The feisty singer admits that the L.A. group’s record label, Metal Blade, encouraged the name change from Bitch to Betsy. With the original tag, it was tough to get air play in the more conservative pockets of the country. Even in the band’s hometown, it led to problems booking shows at clubs.

“At one point, the Troubadour was having problems with the city of Beverly Hills,” recalled Betsy, “so we had to bill ourselves under the name Metal Mistress . “ And when the Country Club, the Valley’s biggest heavy-metal room, was having difficulties with Reseda’s chamber of commerce, the club refused to put Bitch on the marquee. Instead, the vocalist remembers, “They put up Pitch . That was really embarrassing.”

Commercial considerations aside, Betsy feels that the new name reflects the band’s maturing style. Even though it’s still very much a heavy-metal group, the melodies and vocals are taking on a new prominence. The growth is reflected in the band’s choice of Chris Minto--who has engineered for Pat Benatar and Whitesnake--as producer for the latest album, also called “Betsy.”

This change in direction for Betsy and the band is much closer to Betsy the singer’s personal taste. “My favorite band is Cheap Trick,” she admits. “That, right there, is the epitome of melodic hard rock. So I might as well practice what I preach.”

Although Betsy misses the gutsiness of the old moniker, she doesn’t miss the leather and bondage reputation that was part of the band’s fame.

“We pretty much did that to get ourselves some attention--which we did.” Now, with better material that showcases the strength of her voice, Betsy believes she needs no gimmicks. “I’m just not the S&M; queen that I used to be,” she says, as a sly grin crosses her face. “I’m just an overall . . . queen.”