In July 2009, "Kerrang!" reported that they were filming the video for the first single from the album, "That Golden Rule". It was filmed on 1 July in London, with the band saying that the song is "like Kyuss and Tool playing with some Scottish freaks screaming over the top of it." "That Golden Rule" got its first play on Zane Lowe's Radio 1 show on 8 July, playing the song twice in a row; it was then announced that the single would be released on 23 August 2009. It went on to reach No. 10 on the UK Singles Chart. Just before the official release of "That Golden Rule", Biffy Clyro performed on the main stage at V Festival, their second appearance at the festival (the first time being in 2006, in a much earlier slot; during their set on the Chelmsford leg, the band experienced power failures twice during the opening song "Glitter and Trauma").