About The Song

When Elvis Presley recorded “It’s Now or Never” in 1960, he answered a challenge Frank Sinatra had issued three years earlier. In June 1957, a Hollywood reporter asked Sinatra his opinion of Elvis Presley’s singing ability. “Presley has no training at all,” Frank responded. “When he goes into something serious, a bigger kind of singing, we’ll find out if he is a singer.” Frank, along with the rest of the recording industry, found out with Presley’s second single release after his discharge from the army in early 1960.

In the July 11, 1960, issue of Billboard magazine, RCA Victor placed a full-page ad to promote the release of Elvis’s latest single. The text of the ad read, “Backed by a million votes! Elvis Presley’s newest RCA Victor single—47-7777—is sure to be America’s newest 1,000,000-seller. IT’S NOW OR NEVER is a sensational ballad, available in monophonic and Living Stereo, in a full-color sleeve.”

Amazingly, the Victor ad actually understated the potential of the new record. Just a week later, it debuted on Billboard’s“Hot 100” chart at an unprecedented #44. From there it moved swiftly to the top. On July 25 it rose 30 spots to #14. A week later it was at #3, where it remained for an additional week. Then, on August 15, it took over the #1 spot on the chart, displacing Brian Hyland’s “Itsy Bitsy Teenie Weenie Yellow Polka Dot Bikini.”

 “It’s Now or Never” remained solidly at #1 for five weeks. Finally, on September 19 it slipped back to #3, surrendering the top spot to “The Twist” by Chubby Checker. Elvis’ recording remained on the chart for another 10 weeks as it slowly retreated down the list. By the time it dropped off the chart in early December, “It’s Now or Never” had been on the “Hot 100” for 20 weeks, half of those in the top 10.

In February 1961, just six months after “It’s Now or Never”’s big splash on Billboard’s chart, Elvis held a news conference in Memphis. His responses to a couple of questions revealed the intended future course of his music.

Question: “Have you found that your own personal tastes have changed from rock and roll to what we call commercially better types of music?”

Answer: “No, it hasn’t changed. I’ve always liked all kinds of music. I don’t just like rock and roll. I appreciate all types of music, really. But I have to do what I can do best, so I do the rock stuff.”

Question: “What is your favorite record?”

Answer: “I think that my favorite record of the ones I’ve recorded is “It’s Now or Never”

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