“What Time Is Love?” by The KLF is a seminal track in the evolution of electronic dance music, specifically within the genre of acid house and techno. The KLF, also known as The Justified Ancients of Mu Mu (The JAMs), were a British electronic band formed by Bill Drummond and Jimmy Cauty. The track went through multiple versions and releases, each contributing to its lasting influence and success in the dance music scene.
The KLF released the original version of “What Time Is Love?” in 1988 as a 12-inch single. This version, known as “What Time Is Love? (Pure Trance 1),” was part of their Pure Trance series, designed to be played in clubs with a heavy emphasis on hypnotic, repetitive beats and minimalistic acid house sounds. The track’s name references the esoteric and playful mythology that The KLF often incorporated into their music and public persona.
The original “Pure Trance” version is mostly instrumental, featuring sparse, spoken-word samples and vocal snippets. The lyrics are minimal and enigmatic, aligning with the track’s trippy and hypnotic nature. The repeated phrase “I wanna see you sweat” and other vocal elements add to the immersive club experience.
The original 1988 release of “What Time Is Love?” was an underground club hit, but it was the 1990 re-release, known as “What Time Is Love? (Live at Trancentral),” that brought the track mainstream success. This version featured more prominent vocals, a stronger melody, and a more polished production, making it more accessible to a broader audience. An LP version of this mix appears on the album “The White Room.” The “Live at Trancentral” version charted highly in several countries, including reaching number 5 on the UK Singles Chart, and number 6 in Germany. Its success helped establish The KLF as leading figures in the emerging rave culture and electronic music scene of the early 1990s.
“What Time Is Love?” is considered a classic in the electronic dance music canon. It helped popularize the acid house and techno sounds that were burgeoning in the late 1980s and early 1990s. The track’s success paved the way for The KLF’s subsequent hits and their influential 1991 album “The White Room.”