Now, Now

The story is as old as time itself: Two friends meet in marching band in high school, start making music together, and name their band after an online chat typo—and next thing you know, they’re signing to Twin Cities-based Afternoon Records; releasing two EPs in 2008; opening for Mates Of State; and then signing to Chris Walla’s Trans record label, an imprint of Atlantic Records. Wunderkind right? Right. That infectious, sometimes almost orchestral electro-rocky twee sound that Now, Now was pushing in its debut full-length, Cars, seems to have been shed for the much more outwardly rock sound of Threads, the single and album name of the band’s new album. With a slightly new name (the band was formerly Now, Now Every Children), a shedding of their old label and an added member, it seems that Now, Now is out to reinvent itself, at least a little bit, as something both new and older.

Updated 07/17/2012