The phenomenon that is Now That’s What I Call Music has now reached number 100.
When EMI and Virgin joined forces in December 1983 to release the first in the very long and very successful compilation series, Now That’s What I Call Music, it is unlikely that they realised just what an impact it would have on the music industry as a whole, and specifically to the compilation market.
Prior to this the compilation market was basically run by two labels K-Tel and Telstar, who would release any number of sub-standard albums every year claiming to have the biggest acts and biggest hits on them. In reality, the original artist’s own labels were reluctant to license the songs to these compilations, and a lot was done under the proviso that they could have some big names, but they had to take tracks from less well known and less successful artists as filler to get the deal done. Therefore, compilation albums were often very hit and miss. So, what should have been the greatest hits of the year, had totally random tracks on. The Waders with a rock cover of “The Birdie Song” called “The Qwaka Song” on Chart Hits 81, and the never heard of before or since Debbie Aimee “No Answers” on Superchart 83.
Then there were the other labels trying to make compilations (mainly Ronco and Pickwick) who couldn’t get any licensed tracks, so went out and got session singers and musicians and re-recorded the songs. The only exception to this was the very successful series of Motown compilations, however they had no licensing difficulties as all the artists were signed to Motown anyway.
What the Now series did was to bring the compilations to the major labels, who could get the licensing far more easily and without the trade off in quality. Now 1 was a runaway success spending 6 weeks at number one, and they followed it up with 2 and 3 at Easter and in August the following year, both of which also hit number 1 and stayed there for several weeks.
This success drew the attention of other major labels and by the time it came to the 1984 Christmas market CBS (now Sony) and WEA (Warner) had joined forces and came out with the Hits series and prevented the latest release Now 4 from hitting number 1, the only Now album not to hit the top spot. By the summer of the following year Chrysalis, MCA and Polygram (now Universal) had their own series Out Now. By Christmas 1986 there were compilation crazy buyers everywhere. Now had been joined by Polygram, Chrysalis was on board as well after being taken over by EMI, who were also only months away from merging with Virgin. RCA (now BMG) has joined the Hits camp, and for the next 15 years the lines were drawn. EMI/Virgin/Universal against Sony/Warner/BMG with the Now series coming out an easy winner.
Elsewhere the success of Now had led to labels being willing to license tracks to compilations, and compilation series popped up all over the place, to the extent that by the start of 1989, a separate Compilation chart was started as the artists weren’t getting a look in on the album charts. So, when you see the vast selection of compilations available, it’s the Now series you have to thank, or if you think that compilations are a plague then it’s the Now series you can blame. Now days the battle lines have been erased somewhat and there is some crossover between the labels.
Apart from 1985 – 1987, and 1990 – 1991 there have been three Now chart releases every year. In addition to the 100 Now albums, they have also released Christmas albums, summer albums, Now Dance albums, and the Now Year series with a “best of Now” for each year since 1983-2000. With the record company landscape changing drastically over the years, the series is now run by Universal and Sony. Since that pairing came together, the amount of side line “Now That’s What I Call…” albums have spiralled almost out of control. At least one new one comes out each month the standard Now release comes out.
We have seen such titles as Now That’s What I Call Rock, Now That’s What I Call Reggae, Now That’s What I Call Mum, Now That’s What I Call Dad, Now That’s What I Call Housework, Now That’s What I Call Workout, Now That’s What I Call The Attending The Opening Of An Envelope, Now That’s What I Call Scraping The Bottom Of The Barrel, and more. (Some of those titles may not be strictly accurate).
The next planned release is going to be a compilation of the numbered Now compilations, where there will be 100 tracks, with one off each of the 100 Now albums. They did a slight fudge of this on Now 100, with the second disc supposedly giving a representation of the series over the years, but the choices were very hit and miss, with five and six years gaps between tracks and then two off the same Now album a couple of times.
Therefore, I’m going to get my picks in for the 100 from 100 first. I’ve picked a single track off each of the 100 Now albums. In doing so, I’ve avoided having more than one track by any artist. Additionally, I’ve avoided easy pickings like reissues. Finally, I’ve tried to think back to the time when each of the albums came out and pick the track that I would play repeatedly at that time, rather than the track I might choose now.
On the law of averages, with the Now albums starting with having 30 tracks, and having a maximum of 46 tracks, at least two of my picks should make it onto the officially picked 100 from 100 album, but, I’m not going to hold my breath if I match any of them. My picks are below.
Now 1 – Rocksteady Crew – (Hey You) The Rocksteady Crew
Now 2 – Thomas Dolby – Hyperactive
Now 3 – Special A.K.A – Nelson Mandela
Now 4 – The Kane Gang – Respect Yourself
Now 5 – The Style Council – Walls Come Tumbling Down!
Now 6 – Lloyd Cole & The Commotions – Lost Weekend
Now 7 – The Real Roxanne – Bang Zoom (Let’s Go-Go)
Now 8 – Cameo – Word Up
Now 9 – Robbie Nevil – C’est La Vie
Now 10 – Fat Boys – Wipeout
Now 11 – Wet Wet Wet – Angel Eyes
Now 12 – Salt ‘n’ Pepa – Push It
Now 13 – Yello – The Race
Now 14 – Then Jerico – Big Area
Now 15 – Double Trouble & The Rebel MC – Just Keep Rockin’
Now 16 – Erasure – Drama!
Now 17 – Happy Mondays – Step On
Now 18 – Bass-o-matic – Fascinating Rhythm
Now 19 – 808 State – In Yer Face
Now 20 – Marc Cohn – Walking In Memphis
Now 21 – KLF – Justified And Ancient
Now 22 – SL2 – On A Ragga Trip
Now 23 – Sophie B Hawkins – Damn I Wish I Was Your Lover
Now 24 – Snow – Informer
Now 25 – New Order – Regret
Now 26 – The Goodmen – Give It Up
Now 27 – Tori Amos – Cornflake Girl
Now 28 – The Grid – Swamp Thing
Now 29 – Oasis – Cigarettes and Alcohol
Now 30 – Freak Power – Turn On, Tune In, Cop Out
Now 31 – Edwyn Collins – A Girl Like You
Now 32 – Paul Weller – Broken Stones
Now 33 – Technohead – I Wanna Be A Hippy
Now 34 – OMC – How Bizarre
Now 35 – Ocean Colour Scene – The Riverboat Song
Now 36 – No Doubt – Don’t Speak
Now 37 – Fun Lovin’ Criminals – Scooby Snacks
Now 38 – The Verve – The Drugs Don’t Work
Now 39 – Cornershop – Brimful Of Asha
Now 40 – Fat Les – Vin-Da-Loo
Now 41 – Stardust – Music Sounds Better With You
Now 42 – The All Seeing I feat Tony Christie – Walk Like A Panther
Now 43 – Chemical Brothers – Hey Boy Hey Girl
Now 44 – Bran Van 3000 – Drinking In LA
Now 45 – Blink 182 – All The Small Things
Now 46 – Bloodhound Gang – The Bad Touch
Now 47 – Zombie Nation – Kernkraft 400
Now 48 – Feeder – Buck Rogers
Now 49 – Outkast – Ms Jackson
Now 50 – Alien Ant Farm – Smooth Criminal
Now 51 – Puretone – Addicted To Bass
Now 52 – Doves – Pounding
Now 53 – Bowling For Soup – Girl All The Bad Guys Want
Now 54 – Junior Senior – Move Your Feet
Now 55 – 50 Cent – In Da Club
Now 56 – Justin Timberlake – Rock Your Body
Now 57 – Franz Ferdinand – Take Me Out
Now 58 – Razorlight – Golden Touch
Now 59 – Deep Dish – Flashdance
Now 60 – Uniting Nations – Out Of Touch
Now 61 – Bodyrockers – I Like The Way
Now 62 – Gorillaz – Dare
Now 63 – Hi Tack – Say Say Say
Now 64 – Pink – Who Knew
Now 65 – Fedde Le Grand – Put Your Hands Up For Detroit
Now 66 – Fall Out Boy – This Ain’t A Scene, It’s An Arms Race
Now 67 – Reverend & The Makers – Heavyweight Champion Of The World
Now 68 – Mark Ronson feat Amy Winehouse – Valerie
Now 69 – Timbaland feat OneRepublic – Apologize
Now 70 – Pendulum – Propane Nightmares
Now 71 – Madcon – Beggin’
Now 72 – Metro Station – Shake it
Now 73 – 3OH!3 – Don’t Trust Me
Now 74 – Ian Carey Project – Get Shaky
Now 75 – Alicia Keys – Empire State Of Mind (Part II)
Now 76 – Plan B – She Said
Now 77 – B.o.B. feat Hayley Williams – Airplanes
Now 78 – Chase & Status feat Liam Bailey – Blind faith
Now 79 – LMFAO feat Lauren Bennett & GoonRock – Party Rock Anthem
Now 80 – Maroon 5 feat Christina Aguilera – Moves like Jagger
Now 81 – Florence + The Machine – Shake It Out
Now 82 – fun. Feat. Janelle Monáe – We Are Young
Now 83 – Ne-Yo – Let Me Love You (Until You Learn To Love Yourself)
Now 84 – Bastille – Pompeii
Now 85 – Daft Punk feat. Pharrell Williams – Get Lucky
Now 86 – Fatboy Slim & Riva Starr Feat. Beardyman – Eat Sleep Rave Repeat
Now 87 – Paloma Faith – Can’t Rely On You
Now 88 – Mr. Probz – Waves
Now 89 – Ten Walls – Walking With Elephants
Now 90 – Labrinth – Jealous
Now 91 – John Newman – Come And Get It
Now 92 – The Weeknd – Can’t Feel My Face
Now 93 – Alessia Cara – Here
Now 94 – Viola Beach – Boys That Sing
Now 95 – Offaiah – Trouble
Now 96 – Rag’N’Bone Man – Human
Now 97 – Rudimental – Sun Comes Up
Now 98 – Katy Perry Feat. Nicki Minaj – Swish Swish
Now 99 – Portugal. The Man – Feel It Still
Now 100 – Ariana Grande – No Tears Left To Cry