Kids in Glass Houses used viral marketing methods to promote the album, uploading individual tracks online for free download. The first song released for free download was the title track "Gold Blood" on 20 May, demand for the free download was so high that their website crashed. On 16 June 2011 the band revealed both the album art and the full track listing of the album. The second single "Animals" was released as a digital single on 7 August. The fourth single released from the album was Diamond Days and was released on 19 March.
Kids in Glass Houses had often said in the announcement and the follow up to the release of In Gold Blood that it is to be a concept record. Aled Phillips had stated that it is: "a concept record, a big, grown-up record. It's going to document a journey". Differing significantly from their previous albums as stated by Phillips as it does not, in his own words, involve "free-for-all tangent-laden lyrical assault" The album uses a narrative of two different characters living in a Mad Max inspired world. Phillips intricately describes the concepts as: "They are caught between different systems and beliefs at war with each other and the album is their attempt to find a way through that. There are plenty of negative sentiments but there is an optimism in the songs too, they might not make it through together but they do come out the other side." Phillips Has cited the concept albums of My Chemical Romance and Born To RunBruce Springsteen as primary influences on the work.
"Gold Blood" was released as the album's lead single on 5 June 2011. "Animals" was released on 7 August 2011 as the album's second single. On 17 September 2011 "Not In This World" was announced as the third single with a release date of 24 October 2011.
In Gold Blood has received mixed to positive reviews. Many reviewers has stated In Gold Blood possesses a clear sign of progression and showing the band writing more album oriented rock. Rocksound gave it exceptional praise, saying "It's the absolute meeting point of a band's potential and their promise, and it has come at the perfect time in their career. Well done Kids in Glass Houses - you've surprised even us. Tom Aylott from Punktastic.com said "The next big question for the band will be on how to progress next, but fortunately that's a question they won't have to answer for a while and they can rest easy knowing 'In Gold Blood' is everything they wanted to be, even if it rubs a few up the wrong way." Sean Dyer of Media Essentials also commented on how the sound of the album will receive mixed opinion from Kids In Glass Houses' fanbase; saying: "No doubt this record will go over some of KIGH’s fans but most will appreciate this sound and drive to achieve something new and different."
^ abMike Diver (10 August 2011). "BBC - Music - Kids in Glass Houses In Gold Blood Review". BBC. Retrieved 17 August 2011. It’s unrelenting in its inclusive appeal, never making proceedings tough for the listener; every chorus is designed to be belted out at maximum volume, every riff sparkles like a brilliant dawn over a horizon-filling sea.
^ abcAndy Ritchie (11 July 2011). Darren Tayor, ed. "Kids In Glass Houses ". Rock Sound (151): pg.76–77. This is a progressive thought provoking record that unravels that little bit more on every listen, like every great album should|access-date= requires |url= (help)
^ abSean Dyer (9 August 2011). "Media Essentials Reviews: Kids In Glass Houses – In Gold Blood". Media Essentials. Retrieved 22 August 2011. With ‘In Gold Blood’, KIGH have found a unique and winning formula with a new unique progressive sound of rock and punk whilst keeping that polished pop sound of the previous successful album.