Initially, the song was released as a limited edition one-sided white label promotional 12", on 9 March 1987, by the JAMs' own label The Sound Of Mu(sic). This version included a 15-second sample of the Beatles' "All You Need Is Love", as well as samples of the MC5's "Kick Out the Jams" and Samantha Fox's "Touch Me (I Want Your Body)". The song had been declined by distributors fearful of prosecution, but copies of the white label were sent to DJs and the music press. The identities of Drummond and Cauty were not made known to these recipients (Drummond was actually something of a music business veteran, and Cauty a former member of the much-hyped but unsuccessful band Brilliant). "Underground" Magazine speculated on this in March 1987: "The whole affair is mysterious, a telephone number only and a threat that the group will soon be releasing more material... 'No, we've not been in bands before, and yes, I suppose we were originally influenced by the Beastie Boys to actually get up and do something...' Too true, but these colonials seem a touch wiser, world weary a bit, but not angry..." In the 28 March 1987 edition, "NME" revealed King Boy D's identity as Bill Drummond.