Recorded - June 1966
Released - July 1966
#1 for weeks of September 24, October 1 and 8, 1966.
Looks can be deceiving. It's easy to merely glance upon the career of The Association and assume they were an easy-listening soft pop group. Take a closer look and you'll realize that the group were grounded in folk music, with some members actually sowing their seeds in the scene. Nevertheless, The Association managed to have quite a decent success on the pop charts during 1966-1968.
The Association was initially formed with six members, some of whom were multi-instrumentalists, and all of whom were strong vocalists. Interestingly, all six members were originally from different States in the US, although by 1965, they all had settled down in California. If you want an example of their more rocking sound, check out their 1965 cover of Bob Dylan's "One Too Many Mornings". Their first hit single from 1966, "Along Comes Mary", could even be considered an early psychedelic-pop song. However, it was the more tender "Cherish" that gave The Association their first #1.
Written entirely by member Terry Kirkman, who also sings lead vocals, "Cherish" is a very mellow offering. In fact, it may turn off some of the more hard rock fans just in its first few seconds. However, if you turn it off, then you are truly missing out. First of all, "Cherish" is lyrically one of the best love songs ever written, period. With one exception, the word "Love" is hardly used at all, and all of the usual romantic lyric cliches are absent. In fact, the words are far more intellectual and thought provoking. This was 1966 after all.
The music may be in a gentle soft-pop style, yet by 1966, the genre had changed quite a bit. Soft pop from the period of 1966-1970 often utilized rich arrangements and often had psychedelic leanings. Producer Curt Boettcher could be considered to this genre what George Martin was to The Beatles. Curt creates a rich musical arrangement that shows how softer music can be just as complex and interesting as harder edged rock.
The real strength of "Cherish" is its vocal arrangement. On top of the previously mentioned strong lyrics, you have six equally gifted vocalists singing a lush harmony arrangement. At the group's best, The Association could rival many of their contemporaries. This vocal arrangement gradually builds and peaks towards the end with a nicely timed key change.
The Association had several other great songs on their first album, And Then...Along Comes The Association, of which "Cherish" originated from. If soft pop isn't your cup of tea, check out "Enter The Young" or "Your Own Love". The Association are certainly an overlooked and underrated band.
Final Verdict - "Cherish" is a great example of how to take a simple softer pop song and turn it into a smarter and more sophisticated number. Was this one of the absolute best songs of 1966? Probably not. However, I certainly give it my thumbs up and recognize it as an often overlooked gem.
Coming Up Next - "Reach Out I'll Be There" by The Four Tops.
Until Next Time - I'm Dr. Rock and I do cherish rock and roll -
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