The Time

The Time is a musical group that was formed in 1981. Featuring a funky sound merging pop with dance music, soul music, and more, they are prominent proteges of Prince and arguably his most successful side project. A version of the outfit called 'Morris Day and the Time' still tour to this day.

The band was assembled under a clause in Prince's contract with Warner Bros. that allowed him to recruit and produce other artists for the label. Inspired by the 1980 film 'The Idolmaker', a work about the life of music promoter and producer Bob Marucci (the svengali behind such 50s/60s teen idols as Fabian and Frankie Avalon), Prince decided to put together a pop-infused funk group that would serve as a pet project and an outlet for further hits and material in the vein of his own early albums. Prince had the intent to explore other musical genres and go for a more avant-garde ethos in his own career.