Audiences typically consist of people, not fish.

This epiphany comes inside the red rehearsal room at MDV Entertainment on Oquendo Road as Conflict of Interest discusses how best to reel audiences into local band shows.

"Don't make them sound like fish," lead singer Mike Stanley tells lead guitarist Ryan Puskarich when he uses the word "reel."

Whatever verb Stanley and Puskarich want to use, COI has proved it's good at packing venues and baiting fans. The band distributes 5,000 flyers per show, relies heavily on social networking sites like Facebook and MySpace, and is an expert at generating word-of-mouth buzz.

Last month the group competed in the finals of an epic battle of the bands at Diablo's Cantina, a competition that spanned eight months and approximately 30 bands. At 3 a.m. the panel of judges announced that hard rockers COI were tied for first with hip-hop group Rhyme N Rhythm. Crowd response would break the tie and determine the winner.

Fans of both groups screamed, shrieked and stomped. COI squeaked by with the win — and the $10,000 prize. Stanley, Puskarish and bandmates guitarist Justin Adler, drummer Andrew Stork and bassist Lucas Golson call the win the band's biggest accomplishment.

They plan on using the winnings to expand their merchandise offerings and score studio time with a producer. They all agree that money won goes back into the band. No fancy shoes or shiny bling for these down-to-earth rockers.

Stanley says they get their kicks from performing live. During the Diablo's battle, the frontman smashed a guitar on stage. (It was light, old and warped, and wouldn't play right anyway, he says.) The antic was a crowd-pleaser, but more difficult than he imagined.

"I hit it as hard as I can," Stanley recalls. "It was like a cartoon character. It didn't break, and I just bounced back, shaking."

After a few tries, he managed to smash it to pieces. Adds Puskarich, "The stage looked like a lumberyard afterward."