“Today’s music is inspired by whatever has gone on before. That’s what fascinates me. Soul music is the earliest form of hip hop. That’s why I want to create it. It might seem like recreating what was done in the past, but what I want to do is merge soul and hip hop together. That’s why I’ll bring in the live aspect of what happened back then into current hip hop trends. That’s the angle I’m arriving at.”

This is the reasoning behind Keep On, NOW’s collaboration with rap royalty De La Soul and the album Carboot Soul, which commemorates the time George would hunt for dusty 12″s and albums in car boot sales. It’s another indication that NOW’s true sound was there from the beginning. All they’ve done is come full circle - 360.