‘Now That is What I Connect with Audio!’: Still Common in the Streaming Age

If Damian Gandia had to rank his 3 most loved installments of the Now That’s What I Simply call Songs! franchise, it’d go: Now 10, Now 64, Now 57.


With Now 10, it is mainly a nostalgia thing. Even however the 14-yr-outdated from New Jersey wasn’t born nevertheless when it was released in 2002, the tenth installment of the extensive-working pop hits compilation — which commences with Britney Spears’ “Overprotected” and ends with Nickelback’s “How You Remind Me” — however brings back again reminiscences of new music he listened to as a child. With Now 64, which featured Luis Fonsi’s “Despacito” and Billie Eilish’s “Ocean Eyes,” Gandia credits the “top-notch” sequencing: “I really do not even believe there is a single difficulty with Now 64.” As for Now 57, Gandia says it is “essential” for the reason that of the way it captures what he sees as a minute when pop new music was at its peak, that includes Justin Bieber’s “Sorry,” Ariana Grande’s “Focus,” and Selena Gomez’s “Same Previous Love” (though there are some noteworthy omissions, he suggests, like Drake’s “Hotline Bling”). 

Now That’s What I Contact Audio! was commenced by Virgin Data in the U.K. in 1983 15 decades later on, it crossed the Atlantic for an inaugural American edition that integrated the Spice Girls’ “Say You are going to Be There,” Hanson’s “MMMBop,” and Aqua’s “Barbie Lady.” All through the early 2000s, Now often topped the U.S. charts. 

A long time later, even as album revenue have cratered, Now That’s What I Get in touch with Tunes! has held on to a passionate fanbase, albeit a smaller one. Both Now 77, the most recent installment, and Now 73 debuted on the Rolling Stone Top rated 200 Albums Chart, at Numbers 159 and 104, respectively. And if the RS 200 have been dependent purely on physical income, Now albums would consistently debut in the vicinity of the top, with as a lot of as 10,000 copies bought in a 7 days even in lean yrs. In the past five yrs, only two Now albums have missed the prime 10 by profits for the duration of their debut weeks. 

Admirers like Gandia — a self-proclaimed Now critic who posts critiques to YouTube beneath the name Trevortni Desserped, and an avid collector of Now CDs — offer you an eager and earnest answer to the question: “Who listens to Now any more?” He suggests that even with endless playlists obtainable on streaming services, Now provides some thing exceptional in the way it delivers all the things together. “As dumb as it seems, it is form of adjusted my daily life,” Ganda says. “It furnished me with a various format for listening to audio. It’s a phenomenon that justifies to be identified.”

Now main running officer Jerry Cohen suggests the franchise has a “very loyal team of fans,” but it is tricky to sketch a typical member, since the series appeals to a broad demographic. There are Gen Z little ones like Gandia, men and women who grew up with the franchise in the late Nineties, and more mature listeners, much too.

“Sometimes it’s a misconception [that] they had been really everyday buyers that are buying Now mainly because they really don’t know what they want to hear to,” Cohen mentioned. “It’s frequently extremely, very substantially the reverse of that.”

Certainly, Gandia is considerably from a informal customer. He’s a eager observer of music charts, which he makes use of to consider to predict what the upcoming Now tracklist will be. (He’s very fantastic at it, much too.) In his evaluation of Now 77, he took concern with what he saw as obvious omissions, like “Do It” by Chloe and Halle, “Franchise” by Travis Scott featuring M.I.A. and Youthful Thug, and “Lemonade” by World-wide-web Money, that includes Don Toliver, Gunna, and Nav. (He considers the inclusion of 24KGoldn and “Mood” on that compilation “the laziest choice” for a hip-hop track.)

Even so, Gandia admires the sequencing of Now 77 — his preferred component of the collection over-all. “That’s what I locate lovely about it,” he claims.

The easy sequencing alternatives that Gandia admires so a great deal are a thing that Jeff Moskow, Now‘s head of A&R and curation considering the fact that 2000, spends a great deal of time laboring around. Moskow likens Now to “musical Switzerland”: The sequence is “a mirror of well-liked culture, not a choose of popular culture…. What’s appropriate is whether it’s a strike or not.” 

In the age of streaming, when there are several techniques to define a strike, 1 of the largest challenges is mixing it all alongside one another into 1 cohesive established. Moskow DJed at clubs when he was more youthful, and he attempts to bring that same sensation, of getting folks on a musical journey, to Now. 

In specific, he pays a great deal of notice to the area amongst tracks. He will debate with his engineer above a mere quarter of a second, recalling one transition the place he was making an attempt to generate a “literally seamless blending impact from keep track of to observe.” 

“We went back and forth for three days,” he states. 


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