The Rev. Horton Heat believes if his band could sell CDs like they sell concert tickets, they'd have gone platinum by now.

"I would say we definitely have a cult-type of following," mused Horton, also known as James Heath, during a phone interview to promote tonight's show at Zaphod Beeblebrox.

"That's always been perplexing."

'PSYCHOBILLY'

Though Horton suspects it might have something to do with lacklustre promotion by his record company, the man who's been dubbed a "psychobilly preacher" on stage doesn't really seem to mind.

"To me being a recording artist is not as valued as being a musician," said Heat, who doesn't buy into the you're "nothing without a record deal" mentality.

Heat was given his flamboyant name by the Dallas club owner who gave him his first gig more than a decade ago, and he was so broke and grateful for the break he wasn't in a position to argue about it.

Though the owner later found religion and tried to persuade him to change it, The Reverend Horton Heat took hold, turning into a trio in the early 1990s with bassist Jimbo Wallace and drummer Scott Churilla. The group has been touring ever since, releasing a CD every two years since their debut, Full Custom Gospel Sounds.

The band also boasts a diverse range of high-profile media appearances including spots on MTV's House of Style, The Drew Carey Show, CNN and Late Night With Conan O'Brien.

Heat estimates they'll spend about 200 days on the road this year singing their particular brand of women, bars and booze-based "modern rock and roll," influenced by everything including country to punk, from past CDs and the newest release, Lucky 7.

The Reverend Horton Heat perform tonight with opening act Honky. Doors open at 8 and tickets are $30.