11 Surprising Facts You Probably Didn't Know About the 'Now That's What I Call Music!' Series

Whether it was through a late-night infomercial or a display at Walmart, you've likely encountered Now That's What I Call Music! These compilation CDs, showcasing the biggest hits of the time, first launched in the U.S. in 1998. The 69th volume was just released earlier this year, but the brand's origins actually stretch back even further in the UK. Want to know more about this iconic collection and the unlikely pig connection behind its creation? Check out our liner notes.

Now That's What I Call Music! originated in the United Kingdom.

Now That's What I Call Music! wasn't born in the United States. The brand actually began in 1983, when UK record labels Virgin Records and EMI teamed up to create a compilation of chart-topping artists like Phil Collins, Tina Turner, and UB40. The idea was that the star power of these big names would help spotlight lesser-known talents included on the album.

The title Now That's What I Call Music! was inspired by a poster featuring a pig.

While Virgin executives were brainstorming ideas for the album's name, they took note of a quirky Danish bacon poster that Virgin founder Richard Branson had purchased from a general store. The poster depicted a singing chicken and a pig who seemed to be enjoying the music. The caption above the pig read: 'Now. That's what I call music.' Virgin decided to adopt this phrase as the album's title.

Each Now That's What I Call Music! album is designed to serve as a time capsule, capturing the essence of the era.

The debut UK release of Now That's What I Call Music! sold 900,000 copies, making it a massive hit. From then on, three new albums were launched every year, with the selection process largely staying the same. Jeff Moskow, who manages the tracklist for the U.S. editions, told TIME in 2014 that the goal is to capture a snapshot of the music scene in each era. He considers factors like radio play, album sales, streaming data, and social media influence to decide what reflects the culture. 'You're supposed to be able to pick up Now 4 or Now 25 or Now 50 and instantly feel the vibe of that moment,' he said. 'Now is designed to give you that sense.'

There was initial doubt about whether Now That's What I Call Music! would succeed in the U.S.

Now had been a UK phenomenon for 15 years before Sony and Universal, the joint producers, decided to bring it to the United States in 1998. At that time, U.S. stores didn’t typically set aside space for compilation albums, and record labels rarely collaborated. Producers had to persuade them that including popular tracks wouldn't hurt an artist’s album sales; in fact, it would likely attract new listeners who hadn’t discovered those artists otherwise.

Not every artist is eager to be a part of Now That's What I Call Music!.

For a track to make it onto a Now album, both the record labels and the artists must grant their approval. In a 2017 interview with Thrillist, Moskow explained that newer artists are often more eager to expand their reach, while more seasoned artists tend to be more 'thoughtful' and hesitant about giving permission. Bruce Springsteen, for instance, is an artist who has yet to agree to appear on Now.

No profanity is allowed on Now CD tracks.

Once a track is chosen, producers make sure to obtain the radio-friendly versions, which typically have any profanities from the original album removed. This is because Now's primary audience tends to be younger, and these compilations are often played in cars with kids singing along. Profanity might provoke parental disapproval.

There’s a specific reason why no artists are featured on the covers of Now That's What I Call Music! albums.

The first Now release in the UK featured a collage of some of the included artists (Phil Collins appeared twice—once as a solo act and once as part of Genesis). The next three editions also featured promotional images of stars like David Bowie, Annie Lennox, Culture Club, Queen, and Lionel Richie. However, starting with the fifth volume, which only showcased the early mascot pig, subsequent editions typically featured graphics rather than artist photos. This shift occurred because securing permissions for songs is already challenging, and last-minute issues with photo approvals could delay the album's release.

Not every song is a suitable choice for Now compilations.

Now albums are generally divided into three categories: current hits, recent hits, and potential future hits. Most of the tracks are upbeat. For example, when Moskow considered including the politically charged Grammy-winning song 'This Is America' by Childish Gambino, he and the record label ultimately agreed that it was too powerful and serious for the collection.

The track order is carefully thought out.

Creating a Now album is more than just picking songs. Moskow spends considerable time carefully arranging the tracks. Faster, upbeat songs generally open the album, with slower ballads placed in the middle. If a country song is featured, it’s usually placed toward the end (for example, Jason Aldean’s 'You Make It Easy' as track 16 of 17 on Now 66 in 2018). Now also works to eliminate any pauses between songs, ensuring the music flows continuously, with most tracks starting seamlessly on the next beat of the previous one.

"Anyone who's ever made a mixtape or put together a playlist understands this art," Moskow told TIME. "It's about making the music fit together, taking different styles and artists, and arranging them into an order—a sonic tapestry—that makes sense for the listener."

Now is still thriving, thanks in part to cars.

In an age dominated by streaming, it's hard to imagine people still reaching for physical CDs. Yet, Now remains a strong seller on both sides of the Atlantic, and there's a clear reason for that. Many cars still come with CD players, making a Now compilation an ideal choice for a road trip soundtrack. Plus, physical discs are often impulse buys and are convenient when someone needs a quick gift.

Now That's What I Call Music! once considered dropping the numbering system.

With over 100 editions in the UK (Now 102, featuring two recent Ariana Grande hits, was released in April 2019) and 69 in the U.S., it’s hard to believe that the brand ever contemplated moving away from the numbering convention. Initially, there was concern that labeling an album '21' or '40' might make it seem outdated. However, the numbers have become an integral part of the Now identity, with fans often associating their first Now purchase with a specific number. To date, the series has sold over 250 million copies worldwide since its debut in 1983, with more than 100 million of those in the U.S. Not bad for a collection of mixtapes.