Cloud Cult developed in 1995 as a solo studio project of Craig Minowa. His first full-length album, The Shade Project caught the interest of a few small independent labels who urged Minowa to consider performing the songs live. Craig worked the next four years on a new studio project which would be the first official Cloud Cult album, Who Killed Puck?.

The title of Now, Now’s first new album in half a decade begs the obvious question… Saved from what? They certainly didn’t seem like a band that needed saving after the release of their 2012 LP Threads. When the world last heard from Now, Now, they had made their late night TV debut with Jimmy Fallon, and landed tours and shows with bands including Fun. and Bob Mould, among others. For better or worse, the usual path for any band that seems like they’re on the cusp of a break through is to strike while the iron is hot.