Avatar's rise has very much been an old fashioned word of mouth occurrence. They haven't been the subject of any kind of media or industry hyperbole and instead they have slowly but surely become a big deal as a result of hard work and the building of a fearsome reputation as an astounding live act. Not only is tonight’s show at the one and a half thousand capacity Ritz sold out, but Avatar have achieved this feat purely on their own merits as the of the bill is head scratchingly odd in its eclecticism.