In September 2012, Elbow performed at the iTunes Festival at the Roundhouse in London, showcasing their album "build a rocket boys!" which had been released earlier that year, in March. This album was significant as it marked their continued evolution in sound and lyrical maturity after the commercial success of their previous album, "The Seldom Seen Kid," which won the Mercury Prize in 2008. During the iTunes Festival performance, Elbow delivered a dynamic set that often highlighted their anthemic style and emotional depth, underscoring why they had gained critical acclaim. The concert also contributed to their reputation for powerful live performances, allowing fans to experience their rich instrumentation and David A. Hughes' poignant vocals in an intimate setting. This festival appearance further solidified Elbow’s status in the UK music scene during a pivotal moment in their career.