During a recent European tour to promote its self-titled debut, due July 29 via Interscope, Scars on Broadway guitarist/vocalist Daron Malakian was pleasantly surprised by the reaction he saw from concertgoers.

"These fans are singing every song word for word, and the album isn't even out yet," Malakian says. "They're going off of the little things they're seeing on YouTube and stuff like that. It's a great reaction."

The positive response from overseas audiences should come as no surprise. Scars on Broadway, which features System of a Down (SOAD) members Malakian and drummer John Dolmayan, has already laid the groundwork in recent months with a handful of high-profile live performances, including the Coachella festival an intimate benefit concert with Metallica at Los Angeles' Wiltern Theatre.

The live shows were successful in launching Scars on Broadway into the mainstream. "Those were three important cornerstones where people would be able to see them and where they'd be attached to bigger brands," says David Benveniste of Velvet Hammer, who manages the band.

The first radio single from the album is "They Say," which has climbed to No. 20 on Billboard's Modern Rock chart after debuting at No. 35 in early June. Leading up to the March 28 release of the single, buzz was created by dispersing small pamphlets with lyrics and the date of the song's debut on scarsonbroadway.com. That's one of many grass-roots marketing efforts that will be implemented before the release of the 14-song album, according to Interscope head of marketing Robbie Snow.

Click here to read more about the forthcoming viral online marketing push for Scars on Broadway’s self-titled debut, the band's possible support slot on Metallica’s fall tour, and Malakian’s attempt to “evolve” the System of a Down sound.