What Time Is Love? (Live At Trancentral)

Re-remixed release of the original Pure Trance version including crowd noise, fresh rap vocals by Azat Bello, and the infamous Wanda Dee sample which came back and bit them later.

“What Time Is Love?” flopped totally the first time we released it, but then everybody started to do cover versions of it and it became really big as part of the rave scene. We decided that if nobody else was going to have a hit with it we’d do a cover version of it ourselves.Bill Drummond, Smash Hits, 30 Jul 1990
“WHAT TIME IS LOVE? (Live At Trancentral)” by The K.L.F. featuring The Children Of The Revolution. KLF 004X. Release date 16th July 1990.

“What Time is Love?” The Anthem of last Summers raves. Although it never crossed over into the mainstream charts, it spawned numerous cover versions and sound a likes.

Earlier this year The K.L.F. threw a party at their H.Q., Trancentral, where they performed a version of “What Time Is Love?” with M.C. Bello from The Outlaw Posse, Manda from The Beatmasters and various other members of The Children of the Revolution. A recording of this event is to be released. It is as far removed from the original, pure trance classic, as to make any comparison pointless.

This version is everything the original wasn’t.

The original was all this could never be.

Whether it is a chart bound sound or just another document in the unfolding K.L.F. story, is for someone else to decide.KLF Info Sheet #9, 1990

The single eventually peaked at #5 in the UK charts.

Promotion & Advertising

Two different adverts for What Time Is Love? appeared in both Record Mirror and NME.

The first advert simply reads “NOW – KLF – 12INCH” and gives no further information about the single’s name and tracklist.

Advert for The KLF's single "What Time Is Love? (Live At Trancentral)" in Record Mirror
Advert for The KLF’s single “What Time Is Love? (Live At Trancentral)” in Record Mirror

The second advert is similar to the first but includes the full tracklist of the (CD) single.

Advert for The KLF's "What Time Is Love? (Live At Trancentral)" with the text "Now, CD" and its full tracklist
Advert for The KLF’s single “What Time Is Love? (Live At Trancentral)” in the NME

Reviews

Energy, humour and violence collide, pelting the listener with raps, samples and changes of pace until you realise that in the KLF scheme of things only the strong survive.
NME, 28 Jul 1990 (Single Of The Week)
Powerful, fiercly paced version of their rave anthem that’s absolutely nothing like the ambient original.
Johnny Dee, Record Mirror, 1990
Johnny Dee

Tracks & Formats

KLF 004

7″ Single / 30 Jul 1990
A What Time Is Love? (Live At Trancentral-Radio) 3:53
B What Time Is Love? (Techno Gate Mix) 4:44

KLF 004C

Cassette Single / 30 Jul 1990
A1 What Time Is Love? (Live At Trancentral-Radio) 3:53
A2 What Time Is Love? (Techno Gate Mix) 4:44

KLF 004X {A/-C-B1}

12″ Single / 30 Jul 1990
A What Time Is Love? (Live At Trancentral) 5:30
A2 What Time Is Love? (Techno Gate Mix) 4:44

KLF 004CD

CD5 Single / 30 Jul 1990
1 What Time Is Love? (Live At Trancentral-Radio) 3:53
2 What Time Is Love? (Live At Trancentral) 5:24
3 What Time Is Love? (Mix 1) [“The 1988 Pure Trance Original”] 7:05

KLF 004X {A/B}}

12″ Promo Single / 1990
A What Time Is Love? (Live At Trancentral) 5:20
A2 What Time Is Love? (Wandaful Mix) 6:07

This has mistakenly been referred to as KLF 004P in the past.


While not including any exclusive mixes there is another release of What Time Is Love? on the Australian Liberation Records label which is highly sought after for its cover art, usually refered to as the “Wicker Man” sleeve as is features a picture of the wooden statue burned during the Rites Of Mu ceremony.

 

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