NEW * Cherish - The Association 'Single Version' {Stereo} 1966

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1966......#1 U.S. Billboard Hot 100, #1 U.S. Cash Box Top 100, #1 Canada
Original video edited and AI remastered with HQ stereo sound.
"Cherish" is a pop song written by Terry Kirkman and recorded by the Association. Released in 1966, the song reached number one on the U.S. Billboard Hot 100 in September of that year and remained in the top position for three weeks. Billboard ranked the record as the No. 7 song of 1966, and later as No. 2, after a revision of the year-end charts. It was certified Gold by the RIAA in the US in 1966. In Canada, the song also reached number one.
Terry Kirkman wrote it in half an hour and put it into the live act of his group, the Association. He was looking for an emotional, slow tempo song in the same vein as the Righteous Brothers' "You've Lost That Lovin' Feelin'". Mike Whelan, from the New Christy Minstrels, liked it so much that he convinced the Minstrels to record a version of the song, and in fact their recording was almost released before the Association's.
In the lyrics, the protagonist tells his love interest that he "cherishes" her, though he isn't sure if he actually loves her or only wants her. At the same time he's unsure the love interest is interested in him, because she is being courted by "a thousand other guys".
The instrumentation of their debut, which includes this song, was recorded at a converted garage studio owned by Gary S. Paxton, who engineered the sessions along with Pete Romano, while the vocals of the group were recorded at Columbia studios. Like most of Association hits, session musicians were called to do the instrumental track, including Mike Deasy on guitar, Jerry Scheff on bass and Jim Troxel on drums, with only Kirkman and Jules Alexander, as members of the band, participating on it. Curt Boettcher added some vocals, most notably the high-pitched "told you" and "hold you" on the final verse.
The song is notable for having two bridge sections, the second leading to a modulation in which the key rises a whole step. The song ends with the words "cherish is the word," over a sustained vibrato electric guitar chord. The song is noted for its use of the Chimes, which are imitated by the backup members of the Association, heard in Intro, the first 2 verses, as well as in the second Bridge sections.
For the single released, the song was speeded up and one of the two "And I do cherish you" lines near the end was removed. This was done to hold the track to the three-minute mark, as AM radio programmers frowned on songs that went longer than that. However, even with the edit, the song still ran over. Instead of editing further, producer Curt Boettcher intentionally listed "3:00" on the label as the song's running time.
In a retrospective review published on Stereogum in 2018, Tom Breihan wrote, "There are things about 'Cherish' that should be good — things that look nice on paper. The Association were singing in lush, Beach Boys–esque harmonies, and they were doing it over intricately layered guitars and banjos and horns. But 'Cherish' is a bloodless affair, a sickly-sweet melody backing up a somewhat creepy lyric about fixating too hard on a girl." In his conclusion, he wrote, "Songs like this — vaguely queasy pop songs with lush and lightly orchestral arrangements — would pretty much dominate pop music for a few years in the early ’70s. The Association got there first, but they don’t get any points for it."
Conversely, Terry Watada states, "Cherish was wonderful, its sensual harmonies and simple sentiments produced the ideal dreamy atmosphere for a last dance." In the 2004 edition of The Rolling Stone Album Guide writer Paul Evans, while critical of the band and its work as a whole, acknowledged the song "tingles as a makeout classic".
"Cherish" has become a staple in wedding ceremonies and slow dances, and is considered the 22nd most played song of the 20th Century by the BMI.
In 2012, original Association member Jim Yester said the record label claimed the song sounded "too old and archaic", but quipped that the song's success "just showed we can have archaic and eat it, too."
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Welcome to Smurfstools Oldies Music Time Machine!
We provide classic video music clips from the 1950's, 1960's, 1970's and occasionally the 1980's. We are dedicated in improving your viewing and listening pleasure by editing, restoring and remastering vintage film clips. Enjoy!

smurfstoolsoldiesmusictimemach
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Albeit I was born the year this video came out, my musical tastes came from my brother and sister. (they are both significantly older than me). This is the music they listened to and so did I...and I still do. ❤

sanjuro
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My older sister had all of their albums, I love their music too.
Such romantic lyrics … 🥰 … gives me chills, with the harmonies, oh my.

KittyGrizGriz
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This brought back memories. My Mom had the album. She would listen to it while cleaning😊

lorishoemaker
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This song is so special to me. The Association brought a 😢 to my eye. They had some great songs ❤ 🎤🎶🎸🎶😊

sandtalanders
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They sounded good then and it still stands the test of time. AND they have all their clothes on with no bad words in the song. Not gimmicky.

nancyhammons
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Such a beautiful song! Brings back so many wonderful memories of a great time. Thank you as always. God bless you.

pamalaalford
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Beautiful, but my favourite still remains " never my love"..

tracey
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I'd forgotten this song. I loved The Association. Thanks for posting this great oldie ❤.

shaykatz
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YOU LITTLE OLD BLUE GUY, YOU'VE DONE IT AGAIN...THANK YOU❣️ 1:53

patrickmcgrath
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Now that’s a garage band! They seem to literally be setup on the side of a house. I love to see these rare old black & white video clips paired with clean audio. Great job on this one. The Association had a unique sound and this one was exactly as I remember it.

1966 seems to be the year color TV reached critical mass so I’m sure most of the old b&w tapes from the pre-color sixties were lost forever. Nice to see when one gets saved for posterity. 🧨

Sticks-of-TNT-tftn
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Nice work Sammy.You did some magic with the video quality.Safety standards sure have changed since then.I don't think anyone would be allowed to sit on the roof's edge (lol).👍🇨🇦

KellysClassics
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Great syncing of stereo to the HQ video Sammy.

jacob
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I SEE THIS TWO GUYS SINGING THIS BEAUTIFUL SONG OK BUT LATER IN THE TEARS WE SEE TWO OTHER GUYS SINGING THIS SONG ITS A GUY LOOKS BRITISH AND THE OTHER LOOKS LIKE AN ASIAN DESCENT WHICH I LOVE THIS GUYS TOO BUT ARE THE RECORDS OWNERS PRODUCERS THE ONES THAT CHANGE THE LEAD SINGERS, ANYBODY TELL US WHY CHANGE THE TWO FIRST SINGERS THEN LATER IN YEARS WE SEE TWO OTHER DIFFERENT SINGERS WHERE ARE THE ORIGINAL FIRST SINGERS ANYBODY LET US KNOW THAT IS A GREAT SONG

JOEMANN-uwdz