The title of Now, Now’s first new album in half a decade begs the obvious question… Saved from what ? They certainly didn’t seem like a band that needed saving after the release of their 2012 LP Threads. When the world last heard from Now, Now, they had made their late night TV debut with Jimmy Fallon, and landed tours and shows with bands including Fun. and Bob Mould, among others. For better or worse, the usual path for any band that seems like they’re on the cusp of a break through is to strike while the iron is hot. That is, to hurry back to the studio to work with a proven producer known for having a hand in a few big records. Bands and artists that find themselves in this situation are compelled to “go big, or go home,” and in Now, Now’s case they did just that, they went home.
It might not have been planned that way, but that’s where they ended up–
back in Minneapolis without a clear sense of how to move forward. Despite any
success or acclamation earned up to that point, self doubt set in, and a
crippling writers block entrenched itself further. Weeks became months, and
months dissolved into years, all while the band’s modest but fervent fanbase
were left to speculate on social media as to what was behind the silence. At
articularly low point relates KC, “I felt like I was pursuing the wrong dream, that maybe something else would reveal itself to me.”
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