Association

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The Association is an American sunshine pop band from California. During the late 1960s, the band had numerous hits at or near the top of the Billboard charts (including "Windy", "Cherish", "Never My Love" and "Along Comes Mary") and were the lead-off band at 1967's Monterey Pop Festival. They are noted for intricate vocal harmonies by the band's multiple singers.

Jules Alexander (born September 25, 1943, Chattanooga, Tennessee) was in Hawaii in 1962 serving a stint in the Navy when he met Terry Kirkman (born December 12, 1939, Salina, Kansas, who had grown up in Chino, California, and attended Chaffey College as a music major), a visiting salesman. The two young musicians jammed together and promised to get together once Alexander was discharged. That happened a year later; the two eventually moved to Los Angeles and began exploring the city's music scene in the mid-1960s, often working behind the scenes as directors and arrangers for other music acts. At the same time, Kirkman played in groups with Frank Zappa for a short period before Zappa went on to form The Mothers of Invention.

Eventually, at a Monday night hootenanny at the Los Angeles nightclub The Troubadour in 1964, an ad hoc group called The Inner Tubes was formed by Kirkman, Alexander and Doug Dillard, whose rotating membership contained, at one time or another, Cass Elliot, David Crosby and many others who drifted in and out. This led in February 1965 to the forming of The Men, a 13 piece folk-rock band. This group had a brief spell as the house band at The Troubadour.

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https://www.youtube.com/watch?v=9hysdyVGpsE

"Cherish" is a pop song written by Terry Kirkman and recorded by The Association.  Released in 1966, the song reached number one on the U.S. Billboard Hot 100 in September of that year and remained in the top position for three weeks. Billboard ranked the record as the No. 2 song of 1966. In Canada, the song also reached number one.

The single release of the song was slightly edited by removing one of the two "And I do cherish you" lines near the end of the song. This edit was done as a means of keeping the track from exceeding the three-minute mark, as radio programmers of the era frowned upon songs that went beyond three minutes. However, even with the edit, the song still ran over. Instead of editing further, producer Curt Boettcher intentionally listed "3:00" on the label as the song's running time.

Session musician Doug Rhodes, also member of The Music Machine, played the celesta on the recording. Studio player Ben Benay played guitar on the recording. Curt Boettcher added some vocals, most notably the high-pitched "told you" and "hold you" on the final verse.  The track was recorded at a converted garage studio owned by Gary S. Paxton, who engineered the sessions along with Pete Romano.

In 2012, original Association member Jim Yester said the record label claimed the song sounded "too old and archaic", but quipped that the song's success "just showed we can have archaic and eat it, too."

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https://www.youtube.com/watch?v=xQJi6_-PjHo

"Never My Love" is a pop standard written by American siblings Donald and Richard Addrisi and best known from a hit 1967 recording by The Association.

The Addrisi Brothers had two Top 40 hits as recording artists, but their biggest success was as the songwriters of "Never My Love". Recorded by dozens of notable artists in the decades since, in 1999 the music publishing rights organization Broadcast Music, Inc. (BMI) announced it was the second most-played song on radio and television of the 20th century.