In September 2010 , '' xx '' won the Mercury Prize . After the live ceremony screening , the album jumped from 16 to 3 on 12 September UK album chart , accompanying a 269 % sales increase . XL 's marketing campaign drastically expanded after this substantial win , with day-time TV advertisements and billboard campaigns on some of the UK 's highest-profile digital billboards . Thanks to the highlighted publicity , XL Recordings says that it shipped more than 40,000 CDs in the days following the Mercury Prize . XL managing director Ben Beardsworth explained , " Thanks to the Mercury win ... things are accelerating dramatically and the band will be reaching a bigger and bigger audience with their music . " In another promotional initiative , the label sent out Saam Farahmand 's audio/visual sculpture of the album when the band toured at Bestival 2010 , as well as to an event at Seoul
Bestival 2010
Bestival 2010
The xx