Forever Now (The Psychedelic Furs album)

In the year after the recording of their second album, Talk Talk Talk (1981), the Psychedelic Furs underwent a tumultuous time of change and, in the words of the guitarist John Ashton, "a bit of a dark period in the band's history". Two of the original members – the saxophonist Duncan Kilburn and the guitarist Roger Morris – abruptly and rancorously left. The band's main patrons at CBS Records had largely left the company by this time, and their successful recent producer, Steve Lillywhite, was now unavailable to them. Even the drummer Vince Ely's commitment to the band seemed to be in question. Not only had their large ensemble been unexpectedly reduced to a traditional four-piece band, but now the core members of Ashton, Tim Butler and Richard Butler mostly had to compose new songs without drums, using a Casio VL-1 synthesizer until they had developed enough music for an album. == Choice of record producer ==

When the time came to return to a recording studio, the band sought out a new record producer. Lillywhite, who had done the work for both of their previous albums, had other commitments, and many in the band felt it was time to chart a new course anyway. Columbia management first attempted to match the band with David Bowie, who was a high-profile Furs supporter and who expressed enthusiasm for working with them. More importantly, there was a belief among some band members that this partnership would not yield much of a change. According to Richard Butler, "the media were already making lots of comparisons between our music and his", and the band did not want to appear too indebted. A last-minute offer by Lillywhite to fit the band into his schedule was politely declined. – was derided by some as the inevitable "pop sellout", The band members themselves were pleased with Rundgren's assistance, and have all expressed pride in the results and gratitude for the experience. == Recording ==

Rundgren invited the band to move their recording sessions from his commercial space into the private studios in his own home on nearby Mink Hollow Road, Lake Hill, New York. Extra horn work was contributed by Donn Adams, a longtime player with the American rock band NRBQ. A classical cellist, Ann Sheldon, was recruited from the Royal College of Music. Flo & Eddie (singers Howard Kaylan and Mark Volman) arrived at the end of recording time when the band thought all the tracks were finalised. When they learned of the vocal duo's purpose, "they weren't really up for it," said Kaylan; the two veterans "represented establishment ... [W]e literally felt like, for the first time as session guys, we were proving ourselves". Rundgren also made musical contributions of his own, including the marimba on "Love My Way" and the saxophone on "No Easy Street". But his primary goal as producer was "helping the band focus their potential". His more unorthodox methods included an instance of climbing to the roof of the studio and dropping lit firecrackers near the unsuspecting band when "we were sort of playing a little sluggishly", as Tim Butler recalled. By his various means, Rundgren motivated the players to create, and by his well-known personal style of power pop-inflected "wall of sound" production, he restored the band's sonic richness – the signature Furs characteristic described approvingly in Rolling Stone as "the thick, viscous smear of guitars, drums and vocals". == Music ==

Forever Now fused the Furs' post-punk aesthetic with Rundgren's power pop engineering to dramatic effect. "I think it was the peak of our psychedelicness", remarked Tim Butler, who also called the album his favourite of his career. He postponed recording while the Furs made additional demos. British keyboardist and future music producer Ed Buller helped to create many of the demos made before the band returned. and No. 42 in the UK Singles Chart. The song has nonetheless had an enduring afterlife – it has appeared in movie soundtracks like The Wedding Singer, Valley Girl, and Call Me by Your Name; in video games, including Rock Band and Grand Theft Auto: Vice City; Rundgren also left his mark on the song's vocal line, persuading Richard Butler to forego his usual "sarcastic tone" and instead "sing it straight". == Artwork ==

The original UK album release featured psychedelic cover art by the English artist Barney Bubbles (aka Colin Fulcher, 1942–1983), Initial UK pressings of the album included a free poster of the Bubbles cover art. When it was released in the US in 1982, the record label changed the artwork to a simpler, red-tinted design – "this horrible 'new-wave'-looking generic cover", in Ashton's view. Richard Butler says that when he first saw the replacement cover, he "actually burst into tears". Ostensibly Columbia decreed the change to increase legibility of the band's name, and perhaps to mimic the design of the previous album, Talk Talk Talk. == Release ==

Forever Now was released on 25 September 1982. The single "Love My Way" had already been released in the UK in July with the non-album B-side "Aeroplane". The album also included a studio version of "Danger", which was released as a second single in a club remix version, available only in the UK. and it was paired with a new non-album B-side, "I Don't Want to Be Your Shadow". In May 1983, shortly after the tour's conclusion, "Run and Run" was selected to be the second US single (backed by a live version of "President Gas") The CD included six songs previously unavailable on album: "Aeroplane", "Alice's House", "I Don't Want to Be Your Shadow", an alternative version of "Yes I Do" renamed "Mary Go Round", and live versions of "President Gas" and "No Easy Street". Lengthy new liner notes were added by the music journalist Tony Fletcher. == Promotion ==

In support of the album, the Furs launched a concert tour beginning in the UK, with their 10 October 1982 performance at the Hammersmith Odeon broadcast live on BBC Radio One. The tour included session players Sheldon and Windo, as well as Buller on keyboards. One person who did not come with them was Ely, whose long-simmering dissatisfaction with the band finally led to his departure, just after the album's recording was completed. Ely was replaced as drummer by Phill Calvert, formerly of the Birthday Party. When the tour resumed in January, Windo was unable to make the next leg to Australia and New Zealand, so the band arranged for the saxophonist Mars Williams to take his place. The Furs returned to the US on 6 March 1983 and toured again until the end of April. Official music videos for three songs were produced in 1982. The "Love My Way" video was directed by Tim Pope, and was placed in regular rotation on MTV. Additional videos were shot for "Run and Run" and "Sleep Comes Down", and the latter – despite not being released as a single – received considerable MTV airplay as well. == Critical reception ==

{{Album ratings The album jumped to its peak position of No. 20 on the UK album charts in early October. In the US, it moved more slowly and reached its peak of No. 61 in April 1983, spending 32 weeks on the Billboard charts. In Canada, it topped out at No. 83, while in New Zealand it hit No. 4 in its first week of release. A contemporary review in Trouser Press praised the Furs for their "increased sophistication" as songwriters and musicians. Some reviews at the time were less receptive. In a more reserved review for Rolling Stone, Ken Tucker wrote that "although most of Forever Now is alluring and amusing, only once does the band come up with something really new." Later assessments of the album have been more positive in their reception. Writing for AllMusic, Ned Raggett effusively called it "simply fantastic" while Stylus Magazine looked back on it as "the Furs' masterpiece". == Track listing ==

All songs written by Richard Butler, John Ashton, Tim Butler and Vince Ely. Original UK LP release Side A • "Forever Now" – 5:35 • "Love My Way" – 3:33 • "Goodbye" – 3:55 • "Only You and I" – 4:24 • "Sleep Comes Down" – 3:51 Side B • "President Gas" – 5:35 • "Run and Run" – 3:48 • "Danger" – 2:37 • "No Easy Street" – 4:04 • "Yes I Do" – 3:54 2002 CD reissue :Features the US track order, plus six bonus tracks: • "Forever Now" – 5:35 • "Love My Way" – 3:33 • "Goodbye" – 3:55 • "Only You and I" – 4:24 • "Sleep Comes Down" – 3:51 • "President Gas" – 5:35 • "Run and Run" – 3:48 • "Danger" – 2:37 • "No Easy Street" – 4:04 • "Yes I Do (Merry-Go-Round)" – 3:54 Bonus tracks • "Alice's House" (early version) – 4:18 • "Aeroplane" (non-LP B-side) – 3:26 • "I Don't Want to Be Your Shadow" (non-LP B-side) – 3:50 • "Mary Go Round" (previously unreleased version of "Yes I Do") – 3:53 • "President Gas" (Live) (non-LP B-side) – 5:15 • "No Easy Street" (Live) – 5:38 == Personnel ==

The Psychedelic Furs • Richard Butler – vocals • John Ashton – guitars • Tim Butler – bass guitar • Vince Ely – drums Additional personnel • Todd Rundgren – keyboards, saxophone on "No Easy Street"; marimba • Gary Windo – horns • Donn Adams – horns • Ann Sheldon – cello • Flo & Eddie (Mark Volman and Howard Kaylan) – backing vocals Technical • Chris Andersen, Todd Rundgren – engineers • Barney Bubbles – UK cover design • Chris Austopchuk – US cover design • Antoine Giacomoni, Marcia Resnick, Graeme Attwood – photography == Charts ==