A short-lived Soul label from the early '70s, directed by Junior Lincoln and Roger St.Pierre and operating out of Finsbury Park. Now! issued at least three singles during 1970-71, using a NOW-1000 numerical series. Artists represented on the catalogue included past hit-maker Len Barry and future hit-makers the O'Jays, but despite this undoubted potential Now! singles seem to have sold indifferently. Now! was a member of Lincoln's 'Bamboo' (q.v.) family of labels. The O'Jays single was pressed by Pye.
