The Times were originally an offshoot of the Television Personalities (see also the O Level and the Teenage Filmstars). This was the second single released on Daniel Treacy and Ed Ball’s Whaam! label. Ed Ball quit the TV Personalities after They Could Have Been Bigger Than the Beatles, and devoted himself to The Times full time. He later became an executive for Creation records. Of course, the title of the song references a comment made by The Creation, the 60s group, describing their music.