โThe Future Is Nowโ is the best song on the New Upโs most recent record, and a crowd favorite. The song, a fusion of electronic music, rock and goth sensibilities, has a strong pop accessibility, but yet almost didnโt make it on the San Francisco bandโs album Tiny Mirrors.
Last year, a friend of a friend asked the band if theyโd write a jingle for an environmentally conscious laundry detergent. Noah Reid, one half of the group, says โThe Future Is Nowโ just poured out of him.
โIt was talking about the future and the destruction of the planet,โ Reid says, describing what may very well be the strangest lyrics ever for a jingle. The product ended up not launching, and Reid decided to use the song for the New Up.
At that point, with last yearโs crazy election campaign in full force, Reid re-evaluated the lyrics of the song. (โCareful what you wish for/Once you open the door/Thereโs no turning back/Pack your bags/Itโs time to go.โ)
โI didnโt even know what I meant,โ Reid says. โI thought I was talking about dictators and autocrats and horrible leaders of other countries. Then I realized, โoh my God, Iโm talking about us.โโ
ES Pitcher, the other half of the group, says that the album was scheduled for release the weekend after the election. With everyone in such despair about the unexpected results of Trumpโs victory, they delayed the release for early 2018.
As they processed what had happened, they looked at the concept album that theyโd written, and realized it was speaking to the Trump era we were now living in.
โWe were like, โthis album is so absolutely significant. This wouldnโt be nearly as significant if Hillary won the election,โโ Pitcher says. โThat was our only silver lining.โ
The album, like โThe Future is Nowโ finds that delicate line between heavy rock and electronic music. The analog and digital elements are tossed together like a dinner salad, and have an overall dark ambience. Itโs also a layered record, with multiple soundscapes giving the songs various dimensions.
The arc of the record begins with different stories of people feeling lost and disconnected, and acting out in self-destructive ways. As it progresses, these extreme behaviors became normalized by society, and are reflected most heinously in the leaders.
โThe real challenge for us is always to love ourselves and to try and come at things through love and not fear,โ Reid says. โThe emotional tone of the music is not anything about a specific person, but the power structure thatโs in place in our society, which is based on people wanting power, not on us progressing as a species.โ
Not only were the members not aware of the timely significance of the music they were writing as they wrote it, but they didnโt even realize it was going to be a concept album. That came near the end of the process, when they were selecting songs and putting them in order.
โConcept albums have totally changed my life. They tell a story. They take you on a journey. Thereโs a point of reflection,โ Pitcher says. โBecause certain concept albums had such an impact on my life, I wanted to do the same, even though itโs not the thing to do in the music industry right now.โ
But the record, their second, has done well. It even sparked interest from Rough Trade Records, who liked the tracks that the groupโs manager sent them. A few months ago, the New Up signed a publishing deal with Rough Trade.
Going forward, the group hopes to blur the line between instruments and computers further, and to continue to write deep, impactful music. In the meantime, they are continuing to promote Tiny Mirrors, as well as to further discover itโs meaning. As dark as the albumโs concept might seem, they insist that itโs very much an optimistic album.
โWe all have work to do in order to be able to help other people,โ Pitcher says. โItโs kind of like the idea of putting the oxygen mask on yourself before you put it on someone else when youโre in the airplane. It does sort of evolve where itโs like, now I feel a little bit more awake and able to stand up and connect on a greater level.โ
The New Up play at 9 p.m. on Saturday, Dec. 16 at the Crepe Place, 1134 Soquel Ave., Santa Cruz. $10. 429-6994.


It may not snow in Santa Cruz, but that doesnโt mean ice skating is out of the question. Capitola Village transforms into an idyllic winter wonderland this time of year, and ice skating is an integral part of the holiday festivities. The stunning Monterey Bay backdrop isnโt bad, either. Skating is open to all ages and levels.
Destined to delight the young and young at heart, the MAHโs annual Toy Trains exhibit is a marvel of astonishingly lifelike trains and landscapes to inspire any age group. The event showcases model trains through history, from the 1920s to today, and includes steam engines, electric trains and all of the bells and whistles to boot.
Tchaikovsky and the Trepak dance are finally hereโtoo bad they are all on the same weekend at nearly the exact same time! Fingers crossed you arenโt out of town, because this would be the opportune moment to spend your weekend seeing
This year, experience Chanukah among the lights. Join Roaring Camp Railroads on the third night of Chanukah and see Santa Cruz like youโve never seen it before. The cars will be covered in thousands of lights and Chanukah decorations, and the event includes Chanukah stories, dreidels and Kosher refreshments. After the menorah lighting, the train departs from the Santa Cruz Beach Boardwalk and runs on an hour-long tour through town. A ticket also includes a round of miniature golf, laser tag or arcade games.



















