Now That's What I Call Music! (often shortened to Now!) is a series of various artists compilation albums released in the United Kingdom and Ireland by Sony Music and Universal Music (Universal/Sony Music) which began in 1983. Spinoff series began for other countries the following year, starting with South Africa, and many other countries worldwide soon followed, expanding into Asia in 1995, then the United States in 1998. The compilation series was conceived in the office of Virgin Records in London and took its name from a 1920s British advertising poster for Danish Bacon featuring a pig saying "Now. That's What I Call Music" as it listened to a chicken singing. Richard Branson, owner of Virgin, had bought the poster for his cousin, Simon Draper, to hang behind Draper's desk at the Virgin Records office. The pig became the mascot for the series, making its last regular appearance on Now That's What I Call Music 5, before reappearing in 2018, 2021 and 2022. Original United Kingdom and Ireland series The idea for the series was conceived in the office of Virgin Records in Vernon Yard, near Portobello Road in Notting Hill, London, by the head of Licensing and Business Affairs at Virgin Records (1979–1990) Stephen Navin, and General Manager (1983–1988) Jon Webster. The concept was taken to Simon Draper (managing director at Virgin Records) and then Peter Jamieson (managing director of EMI Records (1983–1986)). Jamieson had similar plans to launch such a compilation, and he agreed to the partnership. The deal was negotiated and finalised on Richard Branson's boat moored in Little Venice. The series took its name from a 1920s British advertising poster for Danish Bacon featuring a pig saying "Now. That's What I Call Music" as it listened to a chicken singing. Richard Branson had bought the poster for his cousin, Simon Draper, to hang behind Draper's desk at the Virgin Records office. Branson wrote, "He was notoriously grumpy before breakfast and loved his eggs in the morning, so I bought him the poster, framed it and had it hung behind his desk." The pig became the mascot for the series, making its last regular appearance on Now That's What I Call Music 5, and made a reappearance on the cover of Now That's What I Call Music! 100 in 2018 and Now That's What I Call Music! 109 in 2021. The first Now was released on 28