In the live performance of "On Melancholy Hill" at AOL Studios, Gorillaz showcased their work during a pivotal period in their career. This performance occurred shortly after the release of their third studio album, "Plastic Beach," which came out in March 2010. The album marked a significant evolution in their sound, incorporating a myriad of genres and featuring numerous guest artists, highlighting the band’s collaborative spirit. This live rendition not only reflects the innovative production and storytelling that characterized "Plastic Beach" but also emphasizes the group's unique animated format, which visually and conceptually sets them apart in the music industry. The performance serves as a testament to the band's ability to blend music and multimedia art, further establishing their position as pioneers in the virtual band concept.