In late 1988, the duo and released their first singles under the moniker The KLF, "Burn the Bastards" and "Burn the Beat" (both taken from the JAMs' last album). (From late 1987, Drummond and Cauty's independent record label had been named "KLF Communications".) As The KLF, Drummond and Cauty would amass fame and fortune. "What Time Is Love?" – a signature song which they would revisit and revitalise several times in the coming years – saw its first release in July 1988, and its success spawned an album, "The "What Time Is Love?" Story", in September 1989.