The Hepadaboo

by Now

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10:59
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01:58
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02:51
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02:16
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03:44
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03:53
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05:33

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Review:

SEBASTIEN RADIGUET, ONDEFIXE
‘Following the example of label friend Moteer who reached their hand out to Minimun Chips, flaü diversifies its catalogue and poppifies it in a round-about way by taking on the multiform quartet Now. But the pop of these odd birds – cheap and atypical, difficult to classify – is not easy to tame.
As with Minimun Chips, the influence of Stereolab is detectable, but not explicit. One finds it in the opening match Song which makes us believe in a possible joint venture between the group around Laetitia Sadier and the eternal children of Au Revoir Simone, who allow themselves an indigent reprise of Can. Here, one finds a love that is softly screaming from synths, and from cheap, antique rhythm boxes: the latter imprint a rudimentary rhythm, imperturbable and binary, for a length of 11 minutes. However, the Stereolab heritage, that one finds again on ‘Here’, vanishes in favour of fresh and innocent electro-pop, often coloured with a dash of carefree harmonic chants (tu-tu, ooooh-oooh, la-la, you name it, they do it all), permeated with almost shoegaze-like guitars (Dwellpoint) or delivering little funky riffs such as the many resonances of the groove of A Certain Ratio (Relive the Food). Cheap, candid and a little brutal in its dismantling (have a look at the ingenuous ‘Lies are up’!), their music enriches itself with little touches of exoticism (ukulele and mbira), tastes of the joys of dissonance (No feelings), of acerbity (It’s so), but it does not really convincingly reveal itself until the very end, with a ‘Last’ propelled by organs and illuminated with glockenspiel, competing once more with the stratified pop of Caribou.’

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released May 4, 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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