NowOn are hip hop makers from Los Angeles, USA. Recently, they released a debut album EyeLevel through the group’s A*Side Worldwide company
“NowOn is influenced by good music in general. All of us came to NowOn from other groups. Jackson, and I (IX Lives) were in a live hip hop/funk/soul band called Funktelligence, and Haircut came from a hip hop crew called Athletic Mic League. We all grew up together on our local music scene. We had always talked about doing a project together, and NowOn is the end result of that collaboration. Once we realized how much we were feeling the music we were creating, NowOn became our priority.”
NowOn continues, “The goal of NowOn is to become successful, while continuing to make good music. We are planning to tour as much as possible to get our music out there and connect with the people” The group have already opened up for hip hop artist Mos Def. “Its always dope to play with a bigger name artist because it exposes new people to our sound who wouldn’t normally hear it. We all grew up in the Detroit area and we love performing there whenever we can.”
“We’re not one of those groups that’s trying to take it back to the ‘good old days’ of hip hop. We’re trying to take it forward. We all come from very musical backgrounds and we’re always experimenting, trying new things and having fun with it” Detroit, USA has a rich soul scene, which evidently flows into NowOns hip hop music. “We haven’t heard much UK hip hop, but what we have heard is very new and different sounding which is great. We are hoping to tour there this Winter and hear some more!”, says NowOn.
“We started two years ago. I will quote the answer from above, Jackson, and IX Lives were in a live hip hop/funk/soul band called Funktelligence, and Haircut came from a hip hop crew called Athletic Mic League. We all grew up together on our local music scene in the Detroit area. We had always talked about doing a project together, and NowOn is the end result of the collaboration between AML and Funktelligence. Once we realized how much we were feeling the music we were creating, NowOn became our priority.”
“Buff1 of the Athletic Mic League (www.myspace.com/buff1der) came up with the name for us”, admits NowOn member. “Since then it has taken on several deep meanings. NowOn is a way of life in a sense, it means in the most basic (kind of cliche’) sense, ‘live for the now, look to the future’. Don’t dwell on the past, rather use those past experiences to affect the present and future in a positive way. In another sense it means that NOW that we have NowOn its ON, ya dig?.”
“Man, that’s a tough one”, regarding musical inspirations. “Because there are so many influences for each of us individually. I know that each of us were heavily influenced by our parents who were all either in music or heavy music-lovers. In addition to that hip hop culture is our way of life and biggest influence”, says NowOn.
They speak about EyeLevel. NowOn says.
“EyeLevel is the culmination of tracks that started out as experiments. There was a ton of experimentation going on in the studio for this one. At least half of the album was written in the studio as we were recording, and we just let the songs define themselves. The Lab Techs laced EyeLevel with some ridiculous music, and we let the truth be told and just poured out the lyrics and melodies. It’s a window into whatever we were feeling in that particular moment. It’s truth. The album is us speaking to you face to face, or eye to eye. EyeLevel, not above anyone.”