“777-9311”, The Time

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The Time, later known as Morris Day and the Time and the Original 7ven, is an American funk rock band founded in Minneapolis in 1981. They contributed to the development of the Minneapolis sound, an eclectic fusion of funk, R&B, new wave, synth-pop and dance. Led by singer-songwriter Morris Day the band members are known for having been close associates of musician Prince, and are arguably the most successful artists who have worked with him, achieving success with singles such as "Get It Up", "The Bird", "Cool", "777-9311", "Jungle Love" and "Jerk Out".

Former members Jimmy Jam and Terry Lewis went on to a prominent production career after they left the band in 1983, while Day and guitarist Jesse Johnson recorded solo material in addition to their work with the Time.

The Time in 1981. From left: Terry Lewis, Jimmy Jam, Morris Day, Jellybean Johnson, Monte Moir, and Jesse Johnson. The Time 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 musical film The Idolmaker (1980), about a rock promoter, Prince decided to create a pop-funk group that would serve as an outlet for his material in the vein of his own early albums, while he explored other genres and styles in his own career.  

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