The Time Is Now is the seventh studio album by British singer Craig David, released on 26 January 2018. The album features guest appearances JP Cooper, Bastille, AJ Tracey, Ella Mai, Kaytranada and GoldLink. The first single from the album, titled "Heartline", was released on 14 September 2017, through David's official YouTube account.
The Time Is Now is the third album release by David in the 2010s after Following My Intuition in 2016 and Signed Sealed Delivered in 2010. In an interview, David said: "If the last few years have taught me anything, it’s that life can change in a moment and you’ve gotta make the most it! Just in the same way my life was flipped upside down all those years ago, I'm genuinely so grateful to be standing here today doing what I love the most".
The first single from the album, "Heartline", was released on 14 September 2017, and peaked at 24 in the UK. The second single, "I Know You", featuring the British band Bastille, was released on 23 November 2017, and was commercially more successful than his recent singles, peaking at five in the UK.
It feels like Craig David’s third act (resurrection, mixed with redemption) depends heavily on his audience’s ability to ironise its enjoyment. It’s that pleasurable ripple of cognitive dissonance in knowing that David isn’t really convincing as a super-cool gym rat horndog, alongside celebrating the fact that he sort of is. Yes, his definitive 7 Days was about spending half the week humping; but it’s also a hymn to fidelity and not putting out on the first date.
Unfortunately, The Time Is Now doesn’t even bother with the ersatz lived experience of those early hits. What’s left is inspirational memes slathered over playlist-ready tropical R&B-pop – varyingly successful attempts to rewrite Justin Bieber’s Sorry, without any of Bieb’s sour-faced entitlement. Which, of course, is at least half of Justin’s appeal, and without that underlying passive-aggressiveness, David is just blandly competent, despite all his undeniable talents.
The first three songs are superb, especially the blissfully silly acrostic Magic (“G for the girl that got me good/ I C the world the way I should”), but it’s a glossily one-note album, an uncomplicated toast to desire sated, friendship reciprocated and love requited.
SOURCE: https://www.theguardian.com/music/2018/jan/28/craig-david-the-time-is-now-review User Comments