A third band being followed by SPIN and HP is Rural Alberta Advantage, a Toronto-based indie rock trio with two albums under their belts. Together, Nils Edenloff, Amy Cole, and Paul Banwatt have created a sound at once upbeat and melancholic, alluding to hometowns and heartbreaks, summers in the Rockies, and cold, cold winters. I've heard them described as "The Decemberists on coke."
You can follow them on their path to SXSW by visiting this link.
Also, if you're in Austin, be sure to try and catch them at one of their many performances:
3/18 - Brooklyn Vegan Party @ Barbarella (2pm)
3/18 - Baeblemusic Party @ The Phoenix (3:30pm)
3/18 - Music by the Slice Party @ Homeslice Pizza (6:20pm)
3/19 - IFC/Bowery Presents at Crossroads House (4pm)
3/19 - Central Presbyterian Church (10:30pm)