posted on Mar.10, 2012
Release Number: 2nd
Hailing From: Minneapolis, Minnesota
Genre: Indie rock
Label: Trans Records
I’ve been following Now, Now since their first EPs in 2008. Ever since dropping the “Every Children” from their name a few years ago, they’ve made an effort to become a more mature band and with Threads, their second album, they’ve succeeded for the most part. Now, Now is from Minneapolis and consists of Cacie Dalager (vocals, guitar, and keyboard), Brad Hale (mainly drums), and Jess Abbott. The trio has been around for a while and has only recently started to gain recognition, mainly after signing with Trans Records, which is owned by Chris Walla of Death Cab fame.
Threads sees the band take on a decidedly more mature sound. The album feels more fully formed than their previous efforts. Walla, who also produced the album, has led the band in the right direction with abandoning the infectious yet weaker pop songs for a more ambient sound with sparser instrumentation. Now, Now can still do catchy – see “Dead Oaks” and “School Friends” for perfect examples but the tracks where they slow down and really experiment are more rewarding. Album closers “Colony” and “Magnet” in particular show the band stretching out and experimenting with a different style. These tracks feel a little drawn out in the context of the whole album, but individually they have their own merit and show potential.
Their second effort isn’t perfect and still shows signs of a band growing and finding their sound, but all of the right elements are there for Now, Now to create a classic album someday, maybe even soon. The album only slightly misses the mark and it bodes well for future efforts from the relatively young band.
– James Rettig, Web Director