The Time (August 1982) What Time Is It? – Billboard Magazine Advert

A bold promotional advert for The Time’s second album What Time Is It?, highlighting their rapid rise under Prince’s influence during the early Minneapolis Sound era.

SOURCE DETAILS Publication: Billboard Magazine Date: August 1982 Country: United States Section / Pages: Full-page promotional advertisement

THE STORY This striking advert declares: “Because of these men, more than half a million people are buying Time.” It promotes the album What Time Is It? and the new single “The Walk,” while announcing the second phase of a four-month national tour with Prince and Vanity 6. The ad features a group shot of Morris Day and The Time in sharp suits against a brick wall backdrop.

CONTEXT & NOTES By August 1982, The Time — created and largely produced by Prince — had become one of the hottest acts in R&B and funk. Their self-titled debut and follow-up What Time Is It? helped establish the Minneapolis Sound nationally. This Billboard advert reflects their growing commercial success and tight connection to Prince’s expanding empire.

FEATURE HIGHLIGHTS Event: Promotional advert for What Time Is It? Era: 1982 – Early Minneapolis Sound / Prince’s protégés Tone: Bold and confident Photography: Iconic group portrait of The Time Audience: Record industry professionals and music retailers

WHAT THE CLIPPING SHOWS A full-page Billboard advert with a dramatic black-and-red design. Large bold text announces the album’s success, with a stylish group photo of The Time (Morris Day, Jesse Johnson, Jellybean Johnson, Terry Lewis, Jimmy Jam, and Monte Moir). Additional text promotes the single “The Walk” and the joint tour with Prince and Vanity 6.

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