Now are a San Francisco-based trio, featuring members of Cindy and Thunder Boys. They’ve produced a series of ramshackle, jangled psych-pop showpieces since 2016, the latest of which was 2023’s fantastic And Blue Space is Burning Noon.
Fast forward, and Now have announced a new album – Now Does the Trick, due May 16 on perennial – as well as its lead single, the gorgeous ‘In Pathécolor’. Vocalist William Smith (not that one, silly) layers a bit of Robyn Hitchcock glaze over an absolutely rapturous arrangement – guitars shimmering like heat waves in summer, a beautifully active bassline and playful drum fills. Reminds a bit of bands like Cleaners from Venus, early The Clientele, The Mighty Lemon Drops – as (a portion of) the band’s own description sums it: “a DIY recording & performing pop group from the SF Bay Area with a predilection for 80s UK cassette culture.” Smashing.
Now Does the Trick was recorded, produced and mixed by the band between October 2023- August 2024, and was mastered by Amy Dragon. “12 songs. 33 rpm.” Out May 16 on perennial/K records and available for pre-order now:
https://nowww.bandcamp.com/album/now-does-the-trick
https://www.perennialdeath.com/discography/prnl58
https://krecs.com/products/now-does-the-trick-prnl058-klp303-lp
Check the video for ‘In Pathécolor’:
Follow Now on instagram @nowfanclub.
We’ve done this previously, but never gets old: make it a point to check out the rest of perennial’s amazeballs roster:
