Halestorm announced the details of their new album, including the name, track list, and release date, on May 30, 2018. The announcement was accompanied by the album's first single, "Uncomfortable", and a music video directed by Evan Brace, who previously directed videos for Phantogram and Taking Back Sunday. On June 22, the band released "Black Vultures." The last pre-album single, "Do Not Disturb," was released on July 20, a week before Vicious. The song was accompanied by a video directed by Robert Schober, also known as Roboshobo, who previously worked with Metallica, Alice in Chains, Mastodon, Disturbed, and Green Day.
To promote Vicious, Halestorm went on tour with support from In This Moment and New Year's Day, a decision that Lzzy Hale said was made because "It's important to realize that music is gender-less." Hottinger says, "We were told by the third show [on the tour] that there were more females buying tickets than males, which in hard rock, we have never seen before."