by SL, Face Magazine, 04.01.02

Having caught his act live and also having chatted with singer/songwriter Mitch Alden, I'm fully aware of exactly how NOW is NOW get its music out there to be heard. In order to save on band expenses and upkeep and also stay true to his own personal outlook on making music, Alden incorporates a uniue slant on roadtrips. He travels the Northeast club circuit alone. That's right, alone. It seems this upbeat, unlonesome traveling minstrel keeps a bevy of supporting band members - usually a bassist and a drummer - in each of the cities he travels to. Pretty cool concept, huh?

Says Alden, "I believe it's better to book a show, then find players after you do it." He further adds, "Every gig is like the first time. Playing with different musicians every night helps to keep the energy fresh on stage. Moreover, it's like a vacation for the other musicians; these players are usually coming over from their own blood band and are pleasantly surprised there is no stress at gigs or rehearsals. The less stress I can put on my players, the more fun it is." And, thus, the band name, NOW is NOW. Get it?

Musically, his material is powerful, both in presentation as well as lyrical content - upbeat pop/rock with cleverly crafted melodies, captivating vocal stylings, and positive, thought provoking lyrics highlight each and every singe NOW is NOW song I've ever heard. This particular 3-song demo features "Into Darkness," a full bodied rock ballad with hauntingly beautiful vocal harmonies and a highly contagious sing-along melody line. Continuing right along with the up-beat pop/rock treatment - with it's rambunctious stop-start electric rhythm guitar chugs and crystal clear tenor reminiscent of Michael Stipe (REM) - the second track (this and the third track were untitled on our demo disc) playfully hops, skips and jumps its way straight into your very being while the deep, ballsy bassline, gritty guitar crunch and heavily processed vocals (a little too processed - can't quite make out the words) of the third track readily indicated that NOW is NOW is just as fully capable of getting down and dirty if and when they want or need to.

While Alden doesn't necessarliy like to call one place "Home," his pimary residence is currently Portland, ME. And on any given night, you're just as liable to catch Alden playing a solo acoustic set down in the Old Port for beers and practice or headlining a big rock show across town as part of a full band. My suggestion would be to catch him perform anytime you can.

SL is a freelance writer for Face Magazine, 207-288-4500, mail@facemag.com.