Say Now: Here comes trouble

As they unleash their explosive new single, 'Trouble', Say Now are ready to shake up the big pop biscuit tin. With a string of hits under their belt and a growing army of devotees, these three troublemakers might just be the next big thing in British pop. Check out the latest cover story for our New Music Friday playlist edit, PLAY.

Words: Stephen Ackroyd.

Pop groups come and go, but every so often, one arrives that feels like they might just stick around. Say Now, the latest addition to Britain's illustrious pop lineage, are making all the right noises. With a string of infectious singles and a growing army of devotees, they're one of a select bunch that could end up giving the TikTok generation their very own Spice Girls moment.

Stardom loves a good origin story, and Say Now's is as modern as they come. Born in the digital age, nurtured on social media, and now ready to conquer the charts, this trio embodies a new wave of British girl groups. As they unleash their latest single 'Trouble' upon the world, it's clear that Say Now are the kind of problem it's good to have.

But who exactly are Say Now? The trio waste no time in introducing themselves, each member carving out their own distinct personality. There's Maddy ("The bubbly and organised one"), Yssy ("The nonchalant one and the youngest of the group") and Amelia ("The oldest, the disorganised yet crazy one"). Like every great girl group, they've already got their places sorted - one messy, one a little laissez-faire, and one that can handle the admin - the kind of mix that's been the secret sauce of successful groups since time immemorial.

But Say Now are keen to emphasise that they're more than just carefully curated personalities. "We're all writers and singers, which is amazing. We all equally share that role, which is important to us," they explain. It's not a case of Real Music First - nothing so boring and trite as that - more an investment in their art that only adds to the fact that Say Now is inescapably them: something that can be believed and believed in.

The path to greatness is rarely a straight line, and Say Now's journey is no exception. "We've always all wanted to be in music. It's never been anything different, although we didn't really know how to get into all of it, especially the pop side of things," they admit. Their backgrounds are diverse, something they detail in their own potted autobiography. Maddie was studying musical theatre at ArtsEd, "so when Amelia found her and reached out on Instagram, it was like a dream," they enthuse. "Amelia was studying fashion and was supposed to go to UAL the upcoming year, and Yssy was studying at BIMM Birmingham on the music performance course until we both got scouted online."

It's a thoroughly modern origin story, one that only adds to the impression that social media is running the music industry. Gone are the days of record label scouts haunting the back row of smoky clubs; now, the next big thing is just as likely to be discovered through an Instagram story or a viral TikTok.

The transition from aspiring singers to bona fide pop group hasn't been instantaneous, but Say Now can feel the momentum building. "There's definitely been a shift recently since our last two singles," they note. "We don't know if it was a specific moment, but just the momentum of it all and the speed at which new people have found out about us seem to be ramping up, which is so, so exciting."

This growing buzz has already led to some pinch-me moments for the group. "Our first-ever live show at DIJONSS!" they exclaim when asked about recent highlights. "It was just crazy to see how many people wanted to see us — we got over 500 people wanting to come at the time, which was so surreal. Seeing people sing back our own songs to us, know our lyrics, and to see it for the first time was a huge blessing; we couldn't believe it!"

But they're not resting on their laurels, content with those first big wins - they've only just supported HRH Kylie ("the QUEEN!") in London's Hyde Park. It's a trajectory that many established acts would envy, moving from packed club shows to supporting bona fide pop royalty, but for Say Now, it feels far from an endpoint on their journey.

As with any up-and-coming act, Say Now have been racking up co-signs from established artists. Jack Harlow, Chlöe and iconic girl band All Saints were all on board before they'd even fixed themselves on a name - but there's one person who still stands out on their wish list of potential fans. "We can't wait for Ariana Grande to recognise us," they gush. "We all grew up as huge fans of hers, so that would be a dream. We've always loved Ariana, so that would be major for us, for sure."

But enough about dreams of future recognition – Say Now are very much focused on the present, specifically their new single. "'Trouble' is about knowing your worth and being confident in what you're bringing to the table," they explain. "It's one for all the single girlies who are not interested in anyone bothering them."

The song came together in a burst of creativity, pulled together in the last couple of hours of a session. "It came about so naturally," they admit. "We were just like, let's do something that has hot girl summer energy."

What they modestly omit is the powerhouse team the girls worked with on the track. 'Trouble' was crafted alongside pop heavyweights Wayne Hector, known for his work with Sugababes and The Pussycat Dolls, Anya Jones, who's written for Little Mix, Dylan and Kylie, and Duck, who's lent their production skills to tracks by Halsey and Mimi Webb.

'Trouble' also pays homage to pop history, pulling in a sample of the 90s hit 'Unbelievable' by EMF. Rather than a random choice of an undeniable banger, it's a deliberate connection to the legacy of girl groups that have come before. The Spice Girls, so the story goes, were inspired by 'Unbelievable' when crafting their breakout hit 'Wannabe'. By directly sampling the track, Say Now are making a statement - and it's not subtle.

This new single represents a slight shift in Say Now's public persona. "It's still fun and playful, like most of our other songs, but we're showing our troublesome, cheeky side that we haven't shown to people before," they laugh, branding this new guise "Naughty Say Now". It's a clever move, showing the flexibility to switch things up that all great pop groups need while maintaining the upbeat energy that's become their trademark.

The music video for 'Trouble' only adds more fuel to the fire. Featuring a cameo from Girls Aloud icon Nadine Coyle and choreography by Blake John Wood, who has credits with both JADE and Kesha, the video drips with Say Now's cheeky, energetic style. It's a statement of intent - the complete pop package.

So, what makes for a good Say Now song? Their answer is refreshingly straightforward: "The type of song that you wanna learn all the lyrics to with your friends so you can scream it out in your car, or anywhere, really" It's pop music distilled to its essence – catchy, relatable, and made for singing loud.

Fans of the group will be pleased to know that there's plenty more where 'Trouble' came from. "So much music," in fact. "We're just deciding what makes sense to release, but it's certain you will hear more music in the very near future. If it were up to Madz, she would leak it all today."

[We thought Maddy was supposed to be the organised one! Now, she's trying to leak new material. Tsk - Ed]

Say Now aren't content with just making music, though. They're determined to be the total package, as evidenced by their current focus: "We're working super hard on our dancing at the moment because it's something we all really enjoy and want to show more of, especially in our live shows and music videos."

There's certainly a desire to cover all the angles of the great iconic girl groups. Fizzing with a barely tamed chaos, Say Now are every bit the gang - three mates thrown into the pop circus vs the world, batting off everything thrown their way with a big swing and a bigger swagger. They've even taken the big move that so many of the iconic groups did before them: "We all live together," they confirm, with the kind of underlying mayhem that suggests at least one neighbour probably wishes they didn't. "Real girl band vibes."

It's a setup that's produced some of pop's greatest hits (and most dramatic fallouts), but for now, Say Now seem to be revelling in the camaraderie.

Arriving at a time when the UK is in need of some pop heroes who play well with others, Say Now are part of a new wave that all have a chance of claiming the throne. They've got the songs, they're growing the fanbase, and nobody can deny the enthusiasm - Say Now are poised to make some serious noise. Here comes trouble, indeed. ■