Now On Tomorrow Already

Now On Tomorrow Already
Upon hearing the first few bars of the '60s folk-styled opening track from L.A.-based rap trio Now On's new set Tomorrow Already, what they bring with them is the overwhelming sense that these guys might be the bearers of something truly different. Unfortunately, the rest of the record fails to deliver on this promising first stroke, though that's not to say that there isn't something worthwhile on offer. Now On's sound is equal parts laidback, head-nodding hip-hop and future-leaning soul, with smoothly sung hooks completing the formula. Warm synths play a heavy role in the lush vibes that stylize each cut, and when the producers take a chance and stray from the beaten path rhythm-wise (as on hired hand 14KT's rich, crawling bouncer "Marbles"), things work rather well. The chosen sound set tends to wear a little thin, at times, with plodding beats and weak flows ("Unwind") dragging things down. A bit more of the opener's sentiment might have pushed this one over the top. (A-Side Worldwide)