Ooodipooomn

by Now

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Reviews:

MAARTEN SCHIETHART, PENNYBLACKMUSIC
‘Now, the quirky combo from London with a sense for melody, wrap up a lot of sounds and vibes on this album. Most of the material is dazzling and daunting. Esoteric electro-acoustic pop seamlessly melts with broken beats. There is a quality to be discovered in their blurpy blips. Now rather compare to Cornershop; mostly because of the troubled lyricism and original melody lines in songs which have a a rather peculiar arrangement. Their main virtue is in their clean pop music touch. On ‘Yellow Tent T-Shirt’ all their qualities fall into place on one 13 minute piece of majestic breeze of vulnerable zanity and vanity. Now have bigger promises to fulfill. This fifth album is riddled with lovely little tricks.’

RICHARD FONTENOY, PLAN B MAGAZINE
‘Pursuing their offbeat, off-kilter and occasionally off-the-wall mashup of lo-fidelity experimental pop music and uptempo kosmik grooves at the fringes of undergound and overground success, NOW continue to demonstrate the tireless heart of their being is something close to an unsung national treasure. Just like NOW’s ever-changing live shows, the gumbo of influences and references which permeate ‘Ooodipooomn’ suffuse it with an almost naive joy in its own existence. Adventurous and elliptical more than merely eccentric, ‘Ooodipooomn’ revolves around the core NOW trio and a parade of guests, buzzing vibrantly through sensational moments where shuddering analogue synth boogie morphs into avant skronk’n'roll before throttling back into hypnotic cello, somnolent beat loops and droning surrender. The six minute trance-inducing motorway chug of ‘Hiway Code’ seems more like a whole roadtrip thanks to its the sheer busyness, while the spacious sprawl of 'Yellow Tent T-shirt' and the brazen churn of ‘Ethnik Snack’ both coalesce into wildly divergent epics, remoulding the model of jam-band ethnopsychedelia along the way.’

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released May 25, 2009

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Now UK

NOW was founded in 1998 with the aim to bring together adventurous multi-instrumentalists who are as much in love with analogue synthesizers and electronics as they are with guitars, percussion and traditional instruments to play experimental pop.

NOW could be described as catchy, contemporary, exotic, messy, harmonious and disharmonious 21st century pop.
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