Say now: Here comes trouble

When they release their explosive new single “Trouble”, Say now are ready to shake up the big pop cookie jar. With a string of hits under their belt and a growing army of followers, these three troublemakers could be the next big star in British pop. Check out the latest cover story on our New Music Friday playlist: PLAY.

Words: Stephen Ackroyd.

Pop groups come and go, but every now and then one comes along that just feels like it might stick around. Say Now, the latest addition to Britain's illustrious pop family, make just the right impression. With a string of catchy singles and a growing army of followers, they're one of a select group that could give the TikTok generation their very own Spice Girls moment.

Stars love a good origin story, and Say Now's is as modern as it gets. Born in the digital age, raised on social media and now ready to conquer the charts, this trio embody a new wave of British girl groups. As they unleash their latest single, “Trouble,” on the world, it's clear that Say Now are the kind of problem you love to have.

But who exactly are Say Now? The trio introduce themselves without further ado, and each member has their own distinctive personality. There's Maddy (“The lively and organized one”), Yssy (“The laid-back and youngest of the group”) and Amelia (“The oldest, the disorganized yet crazy one”). Like any great girl group, they've already got their places reserved – one is chaotic, one is a bit more laissez-faire and one can handle the administrative stuff – this kind of mix has always been the secret recipe of successful groups.

But Say Now stress that they are more than just carefully selected personalities. “We're all songwriters and singers, which is great. We all share that role equally, which is important to us,” they explain. It's not about “real music first” – nothing as boring and banal as that – but rather an investment in their art, which only contributes to Say Now being inescapably themselves: something to believe in and believe in.

The road to greatness is rarely straightforward, and Say Now's journey is no exception. “We've all always wanted to work in the music industry. It was never going to be any different, although we didn't really know how to get into it, especially the pop side of things,” they admit. Their backgrounds are diverse, which they detail in their own abridged autobiography. Maddie studied musical theatre at ArtsEd, “so it was like a dream when Amelia found her and got in touch on Instagram,” they enthuse. “Amelia was studying fashion and was due to go to UAL the following year, and Yssy was studying music performance at BIMM Birmingham until we were both discovered online.”

It's a thoroughly modern origin story, one that reinforces the impression that the music industry is driven by social media. Gone are the days of record label scouts hovering in the back rows of smoky clubs; today, the next big hit is just as likely to be discovered through an Instagram story or a viral TikTok.

The transition from aspiring singers to a bona fide pop group didn't happen overnight, but Say Now can feel the momentum building. “There's definitely been a shift since our last two singles,” they note. “We don't know if it was a specific moment, but the momentum of it all and the speed at which new people are finding out about us seems to be increasing, which is so, so exciting.”

This growing enthusiasm has already brought the group some moments of being at their wits' end. “Our very first live performance at DIJONSS!” they exclaim when asked about recent highlights. “It was just crazy to see how many people wanted to see us – at the time over 500 people wanted to come, it was so unreal. To see people singing along to our own songs, knowing our lyrics and seeing this for the first time was a huge blessing; we couldn't believe it!”

But they're not resting on their laurels or content with these first big successes – they've just played London's Hyde Park supporting HRH Kylie (“the QUEEN!”). It's a progression many established acts would envy: from selling out club shows to supporting bona fide pop queens, but for Say Now it doesn't feel like the end of their journey yet.

“We just thought, let’s do something that has the energy of hot girls in the summer”

Like any up-and-coming act, Say Now have received co-signs from established artists. Jack Harlow, Chlöe and legendary girl group All Saints were all on board before they'd even settled on a name – but there's one person who's still at the top of their wish list of potential fans. “We can't wait for Ariana Grande to recognise us,” they gushed. “We all grew up being huge fans of hers so that would be a dream. We've always loved Ariana so that would definitely be amazing for us.”

But enough of dreams of future recognition – Say Now are very focused on the present, especially their new single. “'Trouble' is about knowing your worth and having confidence in what you have to offer,” they explain. “It's for all the single girls who aren't interested in being hassled by anyone.”

The song was born out of a burst of creativity that came about in the final hours of a session. “It came about so naturally,” they admit. “We just thought, let's do something that has the energy of hot girls in the summer.”

What they modestly don't reveal is the power team the girls worked with on the track. “Trouble” was co-written with pop heavyweights Wayne Hector, known for his work with the Sugababes and the Pussycat Dolls, Anya Jones, who has written for Little Mix, Dylan and Kylie, and Duck, who lent her production skills to tracks by Halsey and Mimi Webb.

“Trouble” is also a nod to pop history, sampling EMF's '90s hit “Unbelievable.” Rather than a random choice of an undeniable hit, it's a conscious connection to the legacy of girl groups that came before. The Spice Girls, the story goes, were inspired by “Unbelievable” when composing their breakthrough hit “Wannabe.” By directly sampling the track, Say Now is making a statement – and it's not exactly subtle.

This new single represents a slight shift in Say Now's public image. “It's still fun and playful, like most of our other songs, but we're showing our problematic, naughty side that we haven't shown people before,” they laugh, referring to this new guise as “Naughty Say Now.” It's a clever move that shows the flexibility to change things up that all great pop groups need, while still maintaining the upbeat energy that has become their trademark.

The music video for “Trouble” adds even more fuel to the fire. Featuring a cameo from Girls Aloud icon Nadine Coyle and choreography by Blake John Wood, who has worked with both JADE and Kesha, the video is dripping with Say Now's cheeky, high-energy style. It's a statement of intent – the complete pop package.

So what makes a good Say Now song? Her answer is refreshingly straightforward: “The kind of song you want to learn the words to with your friends so you can shout them out in the car or anywhere.” It's pop music stripped down to its essence – catchy, relatable and made to be sung along to loudly.

Fans of the group will be happy to hear that there's a lot more where “Trouble” came from. “So much music,” to be exact. “We're currently deciding what to release, but it's a safe bet that you'll be hearing more music in the near future. If it were up to Madz, she'd leak it all today.”

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

However, Say Now are not satisfied with just making music. They want to offer the whole package, as their current focus shows: “We are working very hard on our dancing at the moment because it is something that we all really enjoy and that we want to show more often, especially in our live shows and music videos.”

There's definitely a desire to cover all aspects of the great, legendary girl groups. Bubbling with barely tamed chaos, Say Now are the gang through and through – three friends thrown into the pop circuit against the world, fending off everything thrown their way with great verve and even greater pride. They've even taken the big step taken by so many of the legendary groups before them: “We're all in this together,” they affirm, with the kind of undercurrent of chaos that suggests at least one neighbor probably wishes they weren't. “Real girl band vibes.”

This environment has produced some of pop music's biggest hits (and most dramatic consequences), but for now, Say Now seems to revel in the camaraderie.

Arriving at a time when Britain needs a few pop heroes who can play well with others, Say Now are part of a new wave where everyone has a chance to take the throne. They've got the songs, they're growing their fanbase and no one can deny the excitement – Say Now are ready to make some noise. There's real trouble ahead. ■

Say Now's new single “Trouble” is out now. Follow Dork's Spotify playlist PLAY here.