Matt Hales (also known as Aqualung [ tickets ]) learned the power of media with his 2002 self-titled debut album. The single "Strange and Beautiful (I'll Put a Spell on You)" was released in the UK after gaining momentum thanks to its use in a Volkswagen Beetle commercial, and reached No. 7 in UK. The track was also featured in the Josh Hartnett movie "Wicker Park." That was bolstered in the United States by a buzzworthy stop at SXSW. Hales has yet to decide if this year's SXSW visit will be pointless or very important. "I think it's a place where music can really get lost," he told LiveDaily. "When we did it a couple years ago, there was a little buzz about us and the album (his self-titled debut) was about to come out. Under those circumstances, it can be really good. We certainly found it to be really productive that time around. But I was there a couple years before with an unknown indie guitar band and it was really fun, but basically pointless. We'll have to see whether it's pointless or not this time." This time around, the singing, piano-playing Hales is promoting his forthcoming album "Memory Man," set to hit stores March 13. --Christina Fuoco-Karasinski

Performing 9 p.m. Thursday, March 15, Stubb's, 801 Red River St.; 12 a.m. Thursday, March 15, The Parish, Hotel Cafe, 214B E. Sixth St. (acoustic)

website: http://aqualung.net/