Interview | September 11, 2017
We sat down with Now, Now and talked MySpace, singles and their triumphant return

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After featuring their latest single “SGL” in late August, we had the good fortune to catch them at this weekend’s High & Low Festival in San Bernardino, CA. This single broke five years of radio silence for the indie pop duo – their last release was Threads in 2012 via Trans Records – and they emerged stronger than ever with a rearranged personnel lineup and refreshed sense of being.

We got nostalgic with Now, Now’s leading duo KC Dalager and Brad Hale, talking their resurgence and the latest in music.
So your name came from a typo?

KC: I feel so dumb about it. We were probably 16-17. It was on our old band MySpace and people were joke fighting about who liked us more, and so I was like ‘Now, now you guys..”, and this was with our old band name. So I accidentally typed “Now, now every children” and it just blew up from there. No one would let me let it go at that time, and so a couple of years later we sort of reformed and added more people. It’s one of things where you don’t think.. obviously I wasn’t expecting we would still be going ten years later with the same attachment of the name.

All those typos are great. It reminded me of the T9 days, when it would just give you the most nonsense words and not even try to correct them.

KC: Yup! Like “Waffle time are you getting there?” Uh, I don’t know what you’re talking about.

I saw you were working with To Write Love On Her Arms. Are you still in touch?

KC: We mostly did that one tour. We’ve kept in touch friend-wise but our main work thing was that acoustic tour we did.

And their whole goal is suicide prevention, mental health support and that sort of deal. It seems like a great idea, especially in this scene.

KC: It was a good thing for us to do. It was nice to give people an escape from whatever is going on in their lives at the time – to be able to hang out and be together in a group of people experiencing the same types of feelings. It’s the deeper listeners who really connect to the depth of music.

Do you miss the MySpace days?

Brad: Kind of, yeah. I miss having a Top 8.

KC: I mean honestly, I don’t miss having a Top 8. It was like “I’m number 2? You’re my number 1″

Brad: Yeah, it was a lot of drama. There was something fun about crafting your Top 8, and then coding your page. I like the essence of it.

How did you like the music promotion on there and the ability for musicians to upload their stuff?

Brad: That was basically how we started. We were lucky to start within that because music was such a big part of it. Everyone had their profile song.

You’ve done a lot more EPs than full records. It’s becoming a trend to do even just a string of singles. Is this something you’d like to explore more, or how do you feel about the traditional album?

Brad: We’re seeing what works and doesn’t work, because everything’s shifting, but there’s not a right or wrong way right now.

KC: It’s an interesting time for that reason because you really can just release singles and be successful with only releasing singles. At the same time the fanbase you already have is always going to want an album, so it’s like to gain new people single make a lot of sense, exposure wise. But I feel like for the long time listeners, they’re always going to want an album.

Do you collect records? Do you still buy CDs?

Brad: I don’t buy CDs, but I have a record collection.

KC: Yeah, we have a good amount of albums.

Brad: My record player’s broken and I’ve been procrastinating about getting it fixed. Even though I’m not listening to them, I like having them to look at.

You guys went radio silent for three years and then suddenly announced an eight-show tour. How did that go?

Brad: It went a thousand times better than I thought it was going to go.

KC: We are so different about this because I felt like.. there was a part of me that knew it was going to go well. I felt like we put so much into it and I feel very strongly about envisioning what you want to do and making it happen by just believing it. I feel like that’s my biggest thing and this point in life, like things that could go wrong, but it’s going to go well.

KC: It was one of the best shows we’ve ever had.

Who are you listening to right now?

Brad: Every morning when I take a shower, I listen to Shania Twain.

KC: I’ve been listening to the newest Phantogram a lot. It’s so good. They’re really good live.

Brad: It’s really weird, but I really like the Dunkurk soundtrack

KC: That’s not weird!

Brad: But it’s not musical until like one moment. It’s all sound effects and clicking but then you wait for a half hour and get to this beautiful string part. I’ve been listening to that a lot.
Be sure to catch Now, Now as they close the weekend for #ATGFallClassic on October 8th.