In January 2010, during the live recording of "On Melancholy Hill" on "Later... with Jools Holland," Gorillaz was promoting their third studio album, "Plastic Beach," which was released later that year in March. This album marked a significant evolution for the band, showcasing a more cohesive collaboration with various featured artists and a deeper exploration of themes such as environmentalism and consumerism. "On Melancholy Hill" itself became one of the standout tracks, reflecting the band's signature blend of alternative rock and electronic music. At this time, Gorillaz was experiencing a resurgence in popularity, partly due to their innovative animated style and engaging live performances, merging digital art with music. The performance on Jools Holland exemplified their unique artistic vision and solidified their status as pioneers in the virtual band concept.