AOTY 2023

The Time Is Now

Craig David - The Time Is Now
Critic Score
Based on 14 reviews
2018 Ratings: #867 / 889
User Score
Based on 40 ratings
Liked by 1 person
January 26, 2018 / Release Date
LP / Format
- / Label
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While undoubtedly a bit too long, The Time Is Now reaffirms Craig David’s standing as a fine and flexible pop songwriter with all sorts of hooks up his sleeve. He is a more versatile singer these days, able to home in on an urban style, but moulding himself into different shapes, sizes and speeds. We should value him more than we do.


Following My Intuition, Craig David's first album of original material in nearly a decade, returned the singer to the top of the U.K. pop chart for the first time since his 2000 debut. David was shrewd to quickly capitalize on the commercial resurgence with The Time Is Now, a set that is less scattered stylistically -- dominated by tropical house and trap stylings -- yet less consistent quality-wise.

Generally, David’s attempt at a contemporary chart megamix works. Sure, he’s not going to win any awards for originality, but when it comes to making music that simply makes you smile, Craig David is still the king.
Overall ... ‘The Time Is Now’ hangs together relatively well, and achieves what it sets out to do.
The Guardian
David may have worked hard to rejoin the pop firmament, but he seems slightly lost now that he’s arrived.
The Telegraph
Gimmicky hooks abound. David is arguably Britain’s most technically accomplished R’n’B singer since George Michael but all that skill is worth little if there is no substance to what he is singing.
The Observer
The first three songs are superb ... but it’s a glossily one-note album, an uncomplicated toast to desire sated, friendship reciprocated and love requited.

The Time Is Now finds Craig David fishing for a current trend—or three—to sink his hooks into, and across 15 tracks, he lands a few.


The Time is Now is fine. It's adequate. You might find some mixtape material on it ... By the time the next day rolls around, though, you'll forget it ever existed.

The Independent

In a week featuring inspirational releases by strong, articulate women, it’s embarrassing that the most prominent new male offering should be as unambitious as The Time Is Now, Craig David’s attempt to refloat his becalmed career on the flimsiest of generic grooves and autotuning tropes.

Under the Radar

David takes the album title's sentiment to heart to such a degree, every song sounds like a cover version of whatever transient entries are currently topping the charts.


FUCK! This album is not bad and I rate it too hastily.

With the song Love Will Come Around, he brought me back to year 2000 again.

There are also weak songs like "Brand New" or "for the gram", but songs like Magic, Love Will Come Around and I Know You save the album.


Far too long + far too bland + Bastille = an absolute dud of a pop record


First listen:
Magic 7.7/10
Heartline 5.7/10
Brand New 8.6/10
Going On 5.2/10
Love Me Like It's Yesterday 6.4/10
For The Gram 5.9/10
Get Involved 8.8/10
I Know You 8.7/10
Live In The Moment 7.9/10
Love Will Come Around 5.8/10
Somebody Like Me 6/10
Focus 7.6/10
Total = 70/100

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Added on: September 18, 2017