was premiered on July 31 at 10 AM PST on Zane Lowe's Beats 1 show as that day's "World Record", and was also accompanied by its music video. The track "Breakfast" was released as the album's sixth single on October 11. On July 15, Vevo released two videos of Half Alive performing "Arrow" and "Runaway" in one take for their "Vevo DSCVR" series. In early August, the band appeared at the 2019 Lollapalooza festival and ALT Summer Camp, performing with their signature choreography. NPR shared the band's "Tiny Desk Concert" on the 12th of the month, in which the trio played "Runaway", "Still Feel" and "Ice Cold". On September 10, the band appeared on The Late Late Show with James Corden, performing the track "Runaway". Reception Now, Not Yet received positive reviews from music critics. NPR listed the release on their "Top 7 Albums For August 9", dubbing it a "slick slice of summertime fun." Callie Ahlgrim of Insider also included it on their list of best new music for that week, including NPRs description of it in her assessment, but added that the record "is more than just fodder for your beach playlist," highlighting its "profound themes" and Taylor's vocals. Music Week writer Ben Homewood considered it "coated in good vibes" due to its songs' "natural gloss" and "modern studio sheen." Monocle opined that the release did not disappoint upon the expectation generated by its lead single, writing that it is "just as energising" and "coherent but never tired." Julian Völker, writing for German online music magazine laut.de, claimed that it was "peppered with so many ideas and peculiarities that it breaks the boundaries of the genre," dubbing it an "involuntary pop masterpiece" and further praised its musical diversity. In a positive review for Gigwise, Julia Hope praised the musical versatility found on the record and was impressed by the incorporation of electronic elements "into [the band's] instrumental talent and classical tastes," describing the trio as "the feel-good, political, soulful and musically-genius band we didn't know we'd been yearning for." Mick Jacobs was more reserved in his assessment for Spectrum Culture; he considered it a promising debut album, writing that "when they shine, [Half Alive] glow with potential," but considered its lyrics inconsistent in quality. Lucy Mapstone of the Belfast Telegraph stated that although the album contains "moments erring on the more challenging side," it overall "is a coherent,