Description
Craig David – The Time Is Now – Compact Disc
Released in 2018, The Time Is Now captures Craig David at a fascinating point in his career—a moment of renewed relevance following his mid-2010s comeback. After stepping back into the spotlight with Following My Intuition (2016), this album continues that momentum but leans more heavily into contemporary pop and dance influences, reflecting both David’s roots in UK garage and his awareness of modern chart trends. The title itself suggests urgency and presence, emphasizing a focus on living in the moment rather than dwelling on the past, which aligns with the album’s generally upbeat and forward-looking tone.
Sonically, the album blends a range of styles—R&B, pop, Afrobeats, dancehall, and electronic pop—resulting in a polished, radio-friendly sound. While early Craig David material was closely tied to the UK garage scene, particularly through collaborations with producers like Artful Dodger, The Time Is Now shows how adaptable his voice is across evolving genres. Tracks like “Heartline” and “I Know You” (featuring Bastille) highlight glossy production and catchy hooks, while songs such as “Magic” and “Live in the Moment” bring in global pop and tropical influences that were dominant in the late 2010s. The album feels intentionally current, designed to sit comfortably alongside mainstream hits of its era.
The project is centered on positivity, connection, and emotional openness. There’s a noticeable shift away from the heartbreak-driven narratives that defined some of David’s earlier work, toward themes of optimism, romance, and self-confidence. Songs like “Love Me Again” and “Focus” emphasize communication and emotional clarity, while “Walk the Same” touches on unity and shared human experience. The writing is accessible and direct, prioritizing universal feelings over deeply introspective or confessional storytelling, which makes the album easy to engage with but somewhat less personal than some of his previous releases.
What makes The Time Is Now particularly interesting is how it reflects Craig David’s role as both a legacy artist and a contemporary figure. He doesn’t attempt to fully return to his early-2000s sound, nor does he completely reinvent himself; instead, he occupies a middle ground, integrating modern production trends while maintaining his signature smooth vocal delivery and melodic sensibility. This balance helped him remain relevant in a fast-changing pop landscape, even if some critics felt the album leaned too heavily on trends rather than carving out a distinct sonic identity.
In the broader context of his discography, The Time Is Now represents consolidation rather than transformation. It builds on the comeback narrative established earlier in the decade and reinforces David’s versatility, but it doesn’t carry the same sense of reinvention or emotional depth as some of his earlier landmark moments. Still, its strengths lie in its consistency, polished production, and ability to capture the sound of its time. For listeners, it offers a snapshot of a veteran artist navigating a new era—embracing the present while subtly carrying the DNA of the past.
Brand new, never played and still sealed in the factory plastic
Track Listing
Magic
Heartline
Brand New
Going On
Love Me Like It’s Yesterday
For The Gram
Get Involved
I Know You
Live In The Moment
Love Will Come Around
Somebody Like Me
Focus
Reload
Talk To Me
Talk To Me Pt. II
