January 27, 2006


STREET BEAT ARMENIA LAUNCHES MEDIA BLITZ
TO PROMOTE SOAD IN ARMENIA

Youth Group Takes Band’s Epic Message to Radio & TV Stations

YEREVAN, ARMENIA – On the heels of multi-platinum-selling metal band System of a Down’s November 2005 release of its latest album Hypnotize, the companion to Mezmerize, Street Beat Armenia has launched a media blitz to stir up buzz about the band in Armenia. Armed with SOAD CDs, t-shirts, posters and signs, Street Beat Armenia has been interviewed by a number of local and national radio and television stations since beginning its grassroots campaign in September 2005. Comprised of members of Junior Achievement Alumni of Armenia, the team is the exclusive promoter of SOAD in Armenia.

Street Beat Armenia is encouraging radio and television producers to play SOAD’s often provocative and unequivocally epic music more regularly. Street Beat Armenia is also providing copies of a taped interview in Armenian with SOAD lead singer Serj Tankian. Thanks to Street Beat’s efforts, Tankian’s interview already has been aired on Max Liberty Radio, Hit FM and CS Media/Armenia TV. The youth group is also working to broaden penetration in towns and villages and has plans to organize SOAD fan events on college and university campuses in Yerevan.

SOAD was formed in 1995 in Los Angeles, California.  For years, the band has expressed outrage at the Turkish government’s continued denial of the Armenian Genocide.  On the occasion of the 90th anniversary of the Genocide, SOAD performed the Third Annual "SOULS," a benefit concert at Los Angeles’s Universal Ampitheatre on April 24, 2005.  The band’s song B.Y.O.B.  (Bring Your Own Bombs) recently received a Grammy nomination for Best Hard Rock Performance.  The winner will be announced at the 48th annual Grammy Awards ceremony on February 8.

“We are targeting radio and television stations with audiences that range from early teens to 20- and 30-year-olds,” explained Ani Movsisyan, president of JA Alumni of Armenia. “In our meetings, we take some time to discuss the mission of Street Beat Armenia and our campaign to develop a strong SOAD fan base in Armenia. Not surprisingly, SOAD has been an easy sell!”

In October 2005, members of Street Beat Armenia found themselves spellbound at an unexpected meeting with Tankian during his visit to Armenia. Seated in the JAA headquarters against the backdrop of SOAD posters, Tankian engaged in animated conversation with JAA Executive Director Armine Hovannisian and the Street Beat team. Tankian met with the group to recognize its efforts to publicize Mezmerize.

Established in 1992, Junior Achievement of Armenia is dedicated to promoting free-market economics, democratic governance, social responsibility and ethical business practices in the Republic of Armenia through economic and civic education. With courses in all 1,359 high schools in the country, JAA-trained educators teach 170,000 students each year. Nearly 20% of Armenia’s total population has now taken a JAA course. For more information, call (818) 753-4997 or visit www.jaarmenia.org.