Promotion When Alan McGee, Creation's publicist Johnny Hopkins, and marketing executive Emma Greengrass first heard
Be Here Now at Noel Gallagher's house, each had their doubts about its artistic value, but kept their doubts to themselves. One Creation employee recalled "a lot of nodding of heads, a lot of slapping of backs." McGee later admitted to having strong misgivings at first: "I heard it in the studio and I remember saying 'We'll only sell seven million copies' ... I thought it was too confrontational." However, the extent that Ignition were willing to go to control access to the album generated more hype than could normally have been expected, and served to alienate members of both the print and broadcast media, as well as most Creation staff members. When "D'You Know What I Mean?" was planned as the first single, Ignition decided on a late release to radio so as to avoid too much advance exposure. However, three stations broke the embargo, and Ignition panicked. According to Greengrass: "we'd been in these bloody bunker meetings for six months or something, and our plot was blown. 'Shit, it's a nightmare'."
BBC Radio 1 received a CD containing three songs ten days before the album's release, on condition that disc jockey
Steve Lamacq talked over the tracks to prevent illegal copies being made by listeners. The day after Lamacq previewed the album on his show, he received a phone call from Ignition informing him that he would not be able to preview further tracks because he didn't speak enough over the songs. Lamacq said, "I had to go on the air the next night and say, 'Sorry, but we're not getting any more tracks.' It was just
absurd." According to Creation's head of marketing John Andrews, "[The campaign] made people despise Oasis within Creation. You had this Oasis camp that was like 'I'm sorry, you're not allowed come into the office between the following hours. You're not allowed mention the word Oasis.' It was like a fascist state." Reflecting in 1999, Greengrass admitted: "In retrospect a lot of the things we did were ridiculous. We sit in [Oasis] meetings today and we're like 'It's on the Internet. It's in
Camden Market. Whatever'. I think we've learned our lesson." According to Perry: "It seemed, particularly once you heard the album, that this was cocaine grandeur of just the most ludicrous degree. I remember listening to "All Around the World" and laughing—actually quite pleasurably—because it seemed so ridiculous. You just thought: Christ, there is so much coke being done here." The release date had been brought forward out of Ignition's fear that import copies of the album from the United States would arrive in Britain before the
street date. Worrying that TV news cameras would interview queuing fans at a traditional midnight opening session, Ignition forced retailers to sign contracts pledging not to sell the record earlier than 8:00 am. The album became their highest-charting release in the US by debuting at number two on the
Billboard 200 chart. However, its first week sales of 152,000—below expected sales of 400,000 copies—were considered a disappointment. It missed the top of the chart by sales of only 771 copies.
Be Here Now was the biggest-selling album of 1997 in the UK, with 1.47 million units sold that year. By the end of 1997,
Be Here Now had sold eight million units worldwide. However, most sales occurred during the first two weeks of release, and once the album was released to UK radio stations, the turnover tapered off. Buyers realised that the album was not another ''(What's the Story) Morning Glory?
, and by 1999, Melody Maker'' reported that it was the album most sold to second-hand record stores. Four of the album's 12 tracks were released as singles: "D'You Know What I Mean?", "Stand By Me", "All Around the World" and "Don't Go Away". In 2016, following the album's reissue and the release of the documentary
Oasis: Supersonic, the album topped the UK Vinyl Albums Chart, 19 years after its original release. ==Critical reception==