What Time Is It? is a 1982 album by The Time. Like the band's debut album, What Time Is It? features funk-pop jams and ballads; and was produced & arranged by Prince under the guise of The Starr ★ Company. All tracks were written by Prince (as Jamie Starr) except for "Wild and Loose", which was co-written with Dez Dickerson. Prince performed all instruments and background vocals with Morris Day adding lead vocals, with some additional background vocals on "Wild and Loose" and "The Walk" by Vanity 6. The album was recorded at Sunset Sound and Prince's home studio in the Minneapolis suburbs.
The title of the album comes from an exclamation by Morris Day, which had become the band's catchphrase, appearing frequently on the band's debut album, as well as during live shows. In addition to the songs on the album, 3 outtakes were recorded but not used: "Bold Generation", "Colleen" and "Jerk Out". "Jerk Out" was originally rejected by Morris Day for its lyrical content, which included an bondage scene with interracial tensions. The song would be re-recorded by Mazarati for their debut album, but didn't make the final cut. The song was eventually re-recorded, with various changes, by The Time for their album Pandemonium.
The album is even more accessible than its predecessor, mixing elements of rock and roll with funk. Armed with this new material, the band's live performances regularly outshined their headliner, Prince, and it is rumored that Prince dropped them from his 1999 tour to prevent being upstaged. During Prince's song "D.M.S.R." off of his album 1999 the lines "Jamie Starr's a thief / It's time to fix your clock" are sung during the bridge, possibly as a response to The Time's exploding fame.
What Time Is It? produced three singles: "777-9311", "The Walk" and "Gigolos Get Lonely Too". 2Pac would later sample "777-9311" for his song "What'z Ya Phone #" on his album All Eyez On Me, while K-Dee would sample "Gigolos Get Lonely Too" for his similarly titled "Gigalos Get Lonely Too" off of his album Ass, Gas, or Cash (No One Rides for Free).