Now Is the Hour

Everybody else was singing it before Americans even heard of it. It began 35 years ago as the Swiss Cradle Song, written by an Australian. Then a Maori woman who liked the tune made up some words to go with it, sang it at a Maori festival. The natives picked it up; so did white New Zealanders who mistakenly thought it an old Maori folksong.

Then England's Gracie Fields got hold of it. By now it had new lyrics and a new title: Now Is the Hour. Her brassy-voiced music-hall record of the catchy, draggy tune has been No. 1 on England's hit parade for 23 weeks. London Records decided that the song was just what they were looking for to crash the rich U.S. record market. Last week 24,000 records (weighing six tons) of Gracie Fields's version arrived in Manhattan, the biggest shipment of foreign records ever to hit the U.S. Gracie wouldn't have the place to herself. Bing Crosby, Kate Smith and Eddy Howard all managed to put the song on records before Jimmy Petrillo, by putting a stop to all U.S. recording, got off his own variation on Now Is the Hour.

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