NOW! And then...
This week sees the 100th edition of a compilation album that, at one point or another, has been the soundtrack to our lives...
This week see the release of Now (That’s What I Call Music)! 100.
35 years ago in November saw the release of the first Now! album. It wasn’t as if compilation albums hadn’t existed before this point, but the Now! series served to package up the biggest hits of the time in an appealing format and it quickly gathered momentum.
Now! is one my earliest memories of buying music. Things like Now! (and the rival ‘Hits’ series) were the equivalent of pick’n’mix sweets – a taster for all genres of music which found themselves side-by-side in one place. They were great at introducing me to stuff I’d either never heard of or would have considered buying. On Now! 10 for example, there was Johnny Hates Jazz, The Style Council, Whitesnake, Jan Hammer, Nina Simone and The Pogues all conveniently in one place.
It’s easy to laugh in 2018 but back then Now! felt like the biggest thing ever. Whenever the latest Now! albums came out with their vivid covers it felt like a major event. Even someone as musically discerning as my sister bought them which added extra kudos. They were the soundtrack to early teenage life. I still vividly recall Derek B ('is a bad young brother') and James Brown during a Dorset summer holiday of 1988 (for the record, both on the B side of Now! 12).
The great irony was that once you’d attached yourself to a particular musical tribe, Now! became irrelevant and lost its cool factor.It was the equivalent of quitting Radio 1 and heading off to 6Music.Years later, you’d keep seeing the bus-stop adverts and wonder in amazement how the series was still going.
But it still is.
30 years on I have the original cassettes and regard them fondly. They were part of my growing up. Even from reading the track listings I can vividly recall where I was and what I was doing all those years ago. They hardly get played these days, but represent little plastic time capsules – a 2-hour slice of a past era and the sounds that filled it. I’d wager that most people have a Now! album knocking about in a box somewhere. And it’s a testament to the founding principles of Now! that it’s hanging in there, even if less units are being shifted compared to the glory days of the 80s and 90s, and in an era where music streaming effectively allows people to create their own Now! albums. Even 'Hits' is limping on somehow.
Now that is some achievement.
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