History
The KLF co-founders Jimmy Cauty and Bill Drummond began releasing music in March 1987, under the pseudonym The Justified Ancients of Mu Mu (The JAMs), named after a cultish organisation from The Illuminatus! Trilogy novels. The JAMs' output was created from plagiarised samples of popular music grafted together to form new songs, with beatbox rhythms and Drummond's often political raps. Initially hip hop-oriented, The JAMs' sound soon inclined towards house music. Their second album, Who Killed The JAMs?, was followed by a newsletter which expressed regret that people believed The JAMs were leading "a crusade for sampling", and suggested "We might put out a couple of 12-inch records under the name The K.L.F., these will be rap free just pure dance music, so don't expect to see them reviewed in the music papers." The first incarnation of "What Time Is Love?" followed.
"What Time Is Love?" became one of The KLF's central tracks, dubbed their "three-note warhorse of a signature tune" by Bill Drummond, in reference to the three-note bassline which, together with a high-pitched refrain on two notes (B bending to F#) characterises the song. In common with the singles "3 a.m. Eternal", "Last Train to Trancentral" and "Justified and Ancient", "What Time Is Love?" evolved through substantial reworkings, each new version taking elements of its predecessors and placing them in the context of a different musical genre. There were three main versions, released in 1988, 1990 and 1991, shifting The KLF's sound from acid house through pop-house into heavy rock-oriented electronica.
In 1997, the original "What Time Is Love?" was covered by the Williams Fairey Band, a brass band which under the stewardship of British artist Jeremy Deller pioneered the Acid Brass concept. Inspired by an Acid Brass concert, Drummond and Cauty collaborated with Deller, incorporating an Acid Brass version of "What Time Is Love?" into their single "Fuck the Millennium".
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