“Cherish,” released in 1966, stands as a defining track for The Association, a California-based sunshine pop band known for their intricate vocal harmonies and sophisticated arrangements. Emerging from the vibrant Los Angeles music scene of the mid-60s, the group comprised Terry Kirkman, Jules Alexander, Brian Cole, Russ Giguere, Ted Bluechel Jr., and Jim Yester. “Cherish” perfectly encapsulates their signature sound, a blend of pop sensibilities with a touch of baroque and folk influences.
The song quickly climbed the charts, securing the number one spot on the Billboard Hot 100 for three weeks in August 1966 and achieving gold certification. Its widespread popularity solidified The Association’s place in the American pop landscape and contributed to their enduring legacy. “Cherish” also earned the band a Grammy nomination for Best Contemporary Group Performance, Vocal or Instrumental. Beyond its commercial success, the song became a cultural touchstone, its gentle melody and romantic lyrics resonating with a generation navigating the changing social dynamics of the era.
Lyrically, “Cherish” explores the tender emotions of profound love and the desire to protect and nurture a cherished relationship. It expresses a yearning for constant connection and a fear of losing the beloved. The evocative lyrics, coupled with the delicate instrumentation featuring a prominent harpsichord, create an atmosphere of vulnerability and heartfelt devotion. The song’s structure, with its layered harmonies and building crescendo, further enhances the emotional impact, culminating in a powerful declaration of love.
Contemporary audiences embraced the song’s romanticism, finding its message of enduring love both comforting and aspirational. “Cherish” became a staple on radio airwaves and a popular choice for slow dances, cementing its status as a romantic classic. While some critics dismissed it as sentimental, the song’s enduring popularity speaks to its ability to connect with listeners on an emotional level. Even today, “Cherish” continues to evoke a sense of nostalgia and remains a beloved testament to the power of love and devotion.