Now, Now, f.k.a. Now, Now Every Children, is an indie rock band founded in Minnesota by KC Dalager (vocals, guitar, keyboard) and Brad Hale (drums, backing vocals) roughly around 2003.

Now, Now Every Children was an in-joke from a typo initially considered as an EP title before sticking as the band name.

Dalager and Hale were joined by Brad’s sister Britty on keyboards and her boyfriend Justin Schweim on bass for their first few shows in the Minneapolis area. Shortly before the band began recording their first album, Schweim left their live setup and was replaced by Christine Sako.

After releasing their debut album Cars in 2008, the band caught the attention of Paramore with an ad placed in Alternative Press and were invited to go on an overseas tour.

Jess Abbott joined the band in the summer of 2009 as lead guitarist and occasional singer. The next year saw the release of the Neighbors EP—their first as Now, Now.

In 2012, Now, Now followed up with their breakthrough album Threads and made their national TV debut on Late Night with Jimmy Fallon.

After touring behind the record, the band was put on hold for several years as Dalager and Hale produced and co-wrote songs for other artists. Meanwhile, Abbott focused on her solo project Tancred. In May 2017, Now, Now returned with “SGL” and announced Abbott’s amicable departure from the band.

Now, Now released their third album Saved in May 2018, marking a shift from their indie rock sound into synth-laden indie pop.