its now or never

1002. ‘It’s Now or Never’, by Elvis Presley

/ UK #1s blog / Leave a comment

At the end of my last post, I claimed that ‘It’s Now or Never’ wasn’t particularly good. Which was a bit harsh, I suppose…

It’s Now or Never, by Elvis Presley (his 21st and final #1)

1 week, from 30th January – 6th February 2005

The problem I have with ‘It’s Now or Never’, both in its original eight-week 1960 run at number one and now, is that there are better Elvis songs which deserve to have been his biggest selling hit. ‘It’s Now or Never’ is catchy, eminently singable, and Elvis belts it out like no other; but it is essentially a novelty. It is an old Italian melody, ‘O Sole Mio’, tarted up as a pop song. It is better remembered nowadays as a Cornetto advert.

It also marked the launch of Elvis Mk II: the operatic, corny movie Elvis, who was being rinsed for every cent by Colonel Parker. Which in hindsight isn’t something to be celebrate. However, it also launched probably the most successful chart-topping run of any artist in British chart history. In just over two years (November 1960 to December 1962), Elvis scored nine chart-toppers, and racked up forty-one weeks in pole position. I’m sure I contended with all that in my original post on the song, published back in 2018. 

I’m also a bit down on ‘It’s Now or Never’ because this rerelease ensured that it was my nineteenth birthday #1. Which means it stands out like a sore thumb in my ‘Birthday #1s’ playlist… It’s far from being my worst birthday #1 – and maybe one day I’ll do a post on them – but I’d rather have had ‘Jailhouse Rock’ or ‘One Night’. Or even better, ‘Goodies’: an actual contemporary piece of music from January 2005.

‘Goodies’ withstanding, Elvis came very close to replacing himself at number one three times, with four consecutive number ones. Which it goes without saying would have been a record. In any case he became only the third artist to replace themselves at #1, after the Beatles and a posthumous John Lennon. But as winter turned into spring, and singles sales slowly picked up, none of his subsequent thirteen re-releases troubled top spot.

In fact, I remember at the time it was quite an interesting way to judge the overall health of the singles market. Assuming the Elvis rereleases always sold just over the 20k mark, the more singles that finished above him meant a more robust chart. From memory, I think the lowest he charted that spring was #5.

Here then ends the ultimate chart-topping career. Twenty-one of the buggers. Yes, some will complain that he has been helped by remixes and releases, and that without them he’d have remained tied with the Beatles on seventeen. But we have to treat these releases as ‘new’ #1s, with new packaging and new catalogue numbers. As we did when ‘Bohemian Rhapsody’ and ‘My Sweet Lord’ returned to the top. It’s been an interesting interlude, this Elvisenaissance, that’s for sure. But as much as I do love a bit of Elvis, I’m glad we’ll be returning to more contemporary #1s after this. 

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109. ‘It’s Now or Never’, by Elvis Presley

/ UK #1s blog / 17 Comments

More musical one-upmanship at the top of the charts! The Big ‘O’ has just finished teaching Ricky Valance how to do heartbreak properly; now Elvis has heard Roy’s operatic vocals and clearly thought to himself ‘So, this Orbison thinks he can sing an aria, does he? We’ll show him how it’s done! Uh-huh-huh.”

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It’s Now or Never, by Elvis Presley (his 5th of twenty-one #1s)

8 weeks, from 3rd November – 29th December 1960

If only that’s how the pop charts worked – a never ending attempt to outdo the chart-topper that went before you… At least that’s how the autumn of 1960 is turning out. Hot on the heels of ‘Only the Lonely’, this is more opera-lite. Except, while Orbison kept the operatics to a minimum in what was still a rock ‘n’ roll disc; Elvis really lets fly. The King was never one for understatement.

We open with backing singers – the Jordanaires – and a slice of cheesy Italian guitar… And then boom: some very famous lines indeed. It’s now or never, Come hold me tight, Kiss me my darling, Be mine tonight… Elvis croons the verses and belts out the choruses. It’s a rhumba, or perhaps a bossanova – the kind of rhythm that gets your hips swaying gently. It’s a very sexy record.

Or, at least, it’s trying to be a sexy record. Something, though, is lacking. You can’t fault the voice – Elvis sings it very well, and very properly – but to my modern ears it just sounds a bit… silly. A bit camp? Maybe it’s the flourishes of said Italian guitars. Maybe it’s the lyrics straight from an 8th grader’s poetry collection – When I first saw you, With your smile so tender, My heart was captured, My soul surrendered – plus some of the rhymes: excite me with invite me, a lifetime with the right time…

I don’t suppose the song’s cause has been helped by the intervening fifty-eight years since it was released. It’s now a standard of the white jump-suited, microphone twirling Elvis impersonator. Plus anyone who has been to Venice will have heard it mangled by hundreds of gondoliers all high on the fact that they’re getting a hundred euros for twenty minutes work. Plus, anyone who grew up in the UK in the ‘80s and ‘90s will instinctively start singing ‘Just one Cornetto, Give it to me, Delicious ice-cream, From Italy…’ when the intro kicks in. This is a song laden with pop-culture baggage.

Perhaps it’s impossible to view this song as it sounded in 1960. Though it was far from being a ‘new’ song even then. ‘O Sole Mio’, the Neapolitan folk song upon which it is based was written way back in 1898, and people would have known the melody. Whatever this record was – or is – perhaps depends on your age, or on whether you’ve holidayed in Italy, or on whether you’re a fan of cheap, mass produced ice-cream cones…

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One thing that isn’t up for debate is the success of this disc. Eight weeks at the top. Presley’s best-selling single in the UK – with 1.3 million copies sold it is his only British million-seller and was, at the time, the 2nd biggest selling single of all time behind ‘Rock Around the Clock’. A brand new entry at number one, only the 2nd single to ever do so. A monster hit. Some sources claim that its success was down to it being Elvis’s big comeback after a year away in the army. That’s not quite right, however. His first new recording, ‘Stuck on You’ had already hit #3 earlier in the year.

Whatever the reason for this record’s success, it’s what I’d call the beginning of Elvis MKIII – the neutered, granny friendly, chart-humping behemoth. MKI was the rough an’ ready country boy making his Sun Recordings – a version we never saw at the top of the UK charts. MKII was Elvis the Pelvis, singing ‘All Shook Up’ and ‘Jailhouse Rock’, scandalising TV audiences across the globe with his thrusting. The big shock here is that this Elvis sounds so different to that Elvis. He’s dropped all the mumbling, and the growling and the uh-huh-huh-ing, and is singing perfectly, like an angelic choirboy in front of an archbishop. We caught a whiff of it in his last #1 – the cabaret-ish ‘A Fool Such As I’ – but the difference is quite shocking. I’ve mentioned it before, but hearing these famous records in context, surrounded by their contemporaries, really lets you hear them afresh.

One thing I do like about this song, I have to admit, is the ending. And not in an ironic, thank-God-it’s-over kind of way, no, no, no. I like the way Elvis slows it down, the guitars twiddle their way to silence, and we await the big finish. It’s now or never… But… with a great bit of showmanship, and in a way that drags this song well past the three minute mark, Elvis goes round one more time… my love won’t wait. And then he belts the ending out: It’s now or never… MY LOVE WON’T WAIT (chun-chun-chun)!

Before I go, I must mention that – way ahead of schedule – I get to celebrate one of my birthday #1s. ‘It’s Now or Never’ spent another week at the top of the UK charts at the end of January 2005, just in time for my nineteenth birthday. Which kind of annoys me, actually, as it spoils the flow of my ‘Birthday #1s’ playlist by sitting there amongst Limp Bizkit, Enrique Iglesias and Lady Gaga like a big old sore thumb. Anyway. First world problems. You better get used to hearing Elvis over the next few months, as he has the British Singles charts in something of a choke-hold from this point on – hitting the top at least three times per year – until a certain bunch of lads from Liverpool come along and kick him off his perch.