Albarn has described the album as "pretty much just me singing" and "very sort of in the world of" the fictional Gorillaz lead singer 2-D The posters contained phrases and a link to a website, which displayed a short teaser containing a snippet of what would later be released as "Lake Zurich" and the release date. The album was first teased through a series of posters found at All Points East festival, and was officially announced two days later. According to Gorillaz co-creator, Damon Albarn, the album was recorded quickly so that the band would have more material to play at future concerts. Recording began during the North American leg of the Humanz Tour in late 2017. The album was released on 29 June 2018 via Parlophone and Warner Bros. "The Now Now" is the sixth studio album by the British virtual band Gorillaz.
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