Earth, Wind & Fire – Now, Then & Forever

Forty years on the excitement continues with Earth, Wind & Fire. This week saw the release of their latest studio recording, Now, Then & Forever. (September 10th)

Earth, Wind & Fire have a proud history with CBS Sony and Legacy Recordings. I have hung tough with Earth, Wind & Fire the past decade as they attempted to strike flint and make fire with two previous studio recordings on the Sanctuary Records label, The Promise  (2003) and Illumination (2005). I liked both recordings for the collaborative inventiveness exhibited.

Now, Then & Forever on Sony Legacy is the 21st studio album from this prolific group. This is the first album produced without musical input from founder Maurice White.

Earth, Wind & Fire used a sales formula that a couple of their musical peers (The Beach Boys, Rod Stewart) have been effective masterminding. They staged a product launch and musical concert with The Home Shopping Network and HSN Live The HSN marketing machine has tremendous reach with cable shoppers and InterWeb fans. The live television event helped Earth, Wind & Fire sell 10,000 albums in 90 minutes.

Welcome Back Earth, Wind & Fire your perseverance is awe-inspiring.

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