The KLF co-founders Jimmy Cauty and Bill Drummond began releasing music in March 1987, under the pseudonym the Justified Ancients of Mu Mu (the JAMs), named after a cultish organisation from "The Illuminatus! Trilogy" novels. The JAMs' output was created from plagiarised samples of popular music grafted together to form new songs, with beatbox rhythms and Drummond's often political raps. Their second album, "Who Killed the JAMs?", was followed by a newsletter which expressed regret that people believed the JAMs were leading "a crusade for sampling", and suggested "We might put out a couple of 12-inch records under the name the K.L.F., these will be rap free just pure dance music, so don't expect to see them reviewed in the music papers." The first incarnation of "What Time Is Love?" followed.