“Cherish,” released in 1966, is arguably The Association’s signature song, a shimmering example of the sunshine pop genre that dominated the American charts in the mid-60s. The Association, a California-based vocal harmony group, had already achieved success with hits like “Along Comes Mary,” but “Cherish” catapulted them to a new level of fame. Written by the group’s keyboardist and vocalist, Terry Kirkman, the song spent three weeks at number one on the Billboard Hot 100 chart in August 1966 and earned the group a gold record. It also reached number one on the Adult Contemporary chart and crossed over to the R&B charts, highlighting its widespread appeal.
The song’s lyrics are simple yet profoundly evocative, expressing a deep and almost reverential love. Kirkman reportedly wrote the song in just fifteen minutes, inspired by the joy and awe he felt about love. The lyrics eschew grand pronouncements, focusing instead on the quiet moments of cherishing someone: remembering their smile, holding them near, and whispering sweet nothings. This intimate and tender approach resonated deeply with listeners, particularly young couples navigating the complexities of love in the 1960s. The song’s gentle, lilting melody, punctuated by soaring harmonies and delicate instrumentation, further enhanced its romantic appeal.
Contemporary reviews praised the song’s beautiful arrangement and the group’s polished vocal performance. Cash Box magazine described “Cherish” as a “pulsating, rhythmic, and haunting hand-clapper” that was “destined to become one of the biggest of the year.” Its popularity extended beyond radio airplay, becoming a staple at weddings and slow dances across the country. Over time, “Cherish” has transcended its era, becoming a timeless classic that continues to evoke feelings of nostalgia and romantic longing. Its enduring legacy is a testament to the power of simple, heartfelt lyrics and a beautifully crafted melody. The song’s enduring popularity cemented The Association’s place in pop music history, solidifying “Cherish” as a quintessential love song of the 1960s and beyond.