7 September 1989
“Thank God for that!” is not, I admit, the traditional greeting for a Stock, Aitken and Waterman single by Jason Donovan. As we trudge across the inhospitable salt plains of the late-1989 charts, though, this is a veritable drink of fresh water.
Naturally, ‘Every Day (I Love You More)’ is a pre-cast job; its awkward verses, forceful one-line pre-chorus and strong chorus hook recall Kylie’s recent ‘Hand On Your Heart’. As with other Jason singles, it’s not always clear who’s meant to be the lead vocalist and who’s meant to be the backing singer. Strong as that initial chorus hook is, you already know how that chorus melody will resolve itself; this gnawing predictability may have been great for brand identity and reassuring to many in those turbulent times, but it takes all the thrill out of pop music.
The main plot of the stylishly desaturated video (below) is that Jason has to post a letter. The sub-plot is how popular Jason is in his neighbourhood, something that within three years will be pushed into the realms of fiction when he takes his spectacularly ill-considered libel action against The Face. (This October 2021 interview with The Guardian cites his autobiography as calling that case “the biggest mistake of my life” but also has him reiterating his reasons for taking it.) Still, in the immediate context of Jive Bunny et al, he has our goodwill for now.
