The KLFWhat Time Is Love? (Pure Trance 1)

Label:KLF Communications – KLF 004T
Series:Pure Trance – 1
Vinyl, 12", 45 RPM
Style:Techno, Acid House, Trance


AWhat Time Is Love?7:05
BWhat Time Is Love?7:00

Companies, etc.



Track B doesn't have an apparent name, but is a version of "What Time is Love?". Label on B-side states: "KLF Communications / Pure Trance / Made In England".

Limited to 2000 copies. Original release of "What Time is Love?".
Repress released on 15 July 1991 in unknown quantities. Repress is almost impossible to distinguish from the original except for maybe these details: If you have both you will notice that the repress has a darker green colour and that the original sleeve is more glossy. Also the repress is likely to have a plastic inner sleeve while the original is likely to have a paper inner sleeve.

Publishers: Zoo Music/E.G. Music Warner/Chappell Music
Legal: ℗ & © 1988 KLF Communications
Made: in England
Other data: Welcome to the trance

Barcode and Other Identifiers

  • Barcode (Text): 5 017139 240042
  • Barcode (Scanned): 5017139240042
  • Matrix / Runout (Side A, hand-etched runout): KLF- 004T-A1 DAMONT
  • Matrix / Runout (Side B, hand-etched runout): KLF 004T-B1 DAMONT

Other Versions (5 of 78)

View All
Title (Format)LabelCat#CountryYear
What Time Is Love? (Pure Trance 1) (12", 45 RPM, Promo, White Label)KLF CommunicationsKLF 004TUK1988
Recently Edited
What Time Is Love (Pure Trance 1) (VHS, Promo, PAL)KLF CommunicationsnoneUK1988
What Time Is Love (Pure Trance 1) (12", 33 ⅓ RPM)TVT RecordsTVT 4071US1989
What Time Is Love (Pure Trance 1 - The '89 Primal Remix) (12", 45 RPM)KLF Communications, KLF CommunicationsKLF 4R, KLF 004RUK1989
What Time Is Love? (Remix) (12", Test Pressing)TVT RecordsTVT 4071US1989



  • K1tSVW's avatar
    Anyone know if the Arista promo VHS released 9/91 is the cornfield version?
    • lcb10's avatar
      Edited 3 years ago
      PP Arnold, 60s vocalist and voice of The Beatmasters' "Burn it Up" was a backing singer on the 1990 single re-release version (Live at Trancentral), as well as 3am. Apparently Arnold got screwed around by the group over payment. She described anger at not being paid the agreed amount and at the group burning a million. Naturally. It' s such an evil or deranged thing to do, especially when not even paying the people who made the money with / for you.
      • lcb10's avatar
        Edited 3 years ago
        Ricardo da Force (Jervis Ricardo Alfonso Lyte), rapper in The Children of the Revolution featured on the 1990 single re-release version (Live at Trancentral) which did well in the UK Singles charts, passed away in 2013. He appeared on the KLF's first Top of the Pops performance.

        Ricardo as a rapper had also collaborated with Adamski, Manic MCs, N-Sync & Dr Baker and later became a resident DJ in Dubai.

        Rest in Peace.
        • bubcentral's avatar
          So only now am I finding out that this records part of Jesus Christ Superstar overture which was also covered by Anne Clark for her song Your Darkness from her lp and released as a club 12" remix which was played a lot at early acid house parties at Ron Hardys club.
          The irony of all this is the KLF then moaned that others had copied it and in turn released a kind of best off of the rip offs/cover versions.
          I hate musicals usually but for the record the Jesus Christ Superstar lp is a pretty good rock lp. Shame most Lloyd Webber musicals are dross by comparison, though that's all imho though.
          • chimushi's avatar
            A comment below shared that this song for him marked the beginning of trance music. I would also add that this track is also what could be considered the early beginning of Goa Trance as the melody line was used quite often in the early years of Classic Goa Trance. Very influential track in many ways.
            • Saborcaracter's avatar
              What's never mentioned anywhere, is that the main melody line of "What Time Is Love?" was lifted from the Overture of the Jesus Christ Superstar movie sound track. Click and see for yourself:
              • obionekenjobi's avatar
                You can find it on the Recoverd Remastered volume 2
                • AskeladdenBlack's avatar
                  Tony turns out what is a very underrated rolling dub techno remix of What Time Is Love there are some seriously low tones going on in this one if you have a system thats capable.
                  • 2trancentral's avatar
                    Edited 9 years ago
                    This is the most important record ever, the first Trance release on planet Earth, and i get goosebumps every time i look at it. The birth of Trance.
                    • T-Ten's avatar
                      Edited 11 years ago
                      Having just listened to Bill Drummond do a marathon 13hr radio show on Resonance Fm whilst making a bed out of wood one of the many topics he spoke about he explained how the title of this release came about "Jimmy Cauty and i went down to Heaven one monday night and it was my first time taking E after a while nothing seemed to be happening so i turned to Jimmy and said What Time Is Love? (as in when is this gonna kick in) and within a few moments of saying those words my legs felt warm and my hands went clammy"...... as they say the rest is history.


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