"Tell Me When" was the first Human League single to be released from Octopus and was issued in advance of the album. It was issued on 26 December 1994. Released in a variety of vinyl and CD single formats, these variously included remixes of "Tell Me When" by contemporary electronic acts Utah Saints, Development Corporation and Red Jerry, a non-album B-side, and a track from the band's recent collaboration with YMO. "Tell Me When" became the Human League's most commercially successful single in nine years and reintroduced the band to many of the British general public. It received considerable radio promotion in advance of its late 1994 UK release, hitting the airwaves at a time when many people started to get Christmas song fatigue. Radio 1 played the song three weeks before release with Capital FM playing it two weeks prior. By the time of its release, the single received over one thousand plays per week across the board according to East West Records. One month after its release, the single steadily gained airplay on Europe's leading radio markets. It topped the Major Market Airplay charts in the UK for two weeks commencing 4 February, registering total plays of 915 for the week of 11 February. According to East West Records, the single had achieved sales of around 200,000 copies. Capital 95.8 head of music Richard Park welcomed the single, saying: "the marketplace is just ready for a fresh dose of the Human League." It peaked at number six on the UK Singles Chart in early 1995, their highest UK chart position since " Fascination" reached number two in 1983, and spent a total of nine weeks on the chart. It also peaked at number 31 on the BillboardHot 100, on 15 April 1995, giving the band their last hit to date in the United States. The song fared well on the Mainstream Top 40 charts, where it peaked at number nine on 22 April 1995.
Background
The song was originally written for the act, "Fast Arithmetic", A side project in development within the HL environment. A demo version was recorded in 1991 and presented to Max, Ian and Jean at East West. It then became the first release by the band under their new label EastWest, who had signed the Human League after their dismissal by Virgin in 1992. As it was the first commercial release in the UK by the band for four years it is often incorrectly described as a comeback as many people erroneously believed the band had disbanded in 1990. Band principal Philip Oakey takes issue with this description and will point out in interviews that the band has never stopped recording and performing since its formation in 1977. The band had collaborated with Yellow Magic Orchestra prior to signing with EastWest.
Critical reception
Associated Press called the song "splendid" and noted that it is a "shimmering melody, with Kraftwerk-like synthesizers and Phil Oakey's arch voice sweetened by his two female colleagues. It ranks with their best work." Larry Flick from Billboard was favourable, writing, "British synth-pop act that enjoyed a high profile during the '80s returns with a percolating swinger, which harkens back to its now-classic hits, 'Don't You Want Me' and 'Fascination'." Dave Thompson of AllMusic agreed that "Tell Me When" echoes earlier material, likening it to "Fascination" and "Mirror Man". He went further, saying: "the real difference is found in the vignette-esque lyrics and the more complex vocals. And these slight changes make all the difference, turning synth dreams into techno club success." Anderson Jones from Entertainment Weekly described it as "bubbly" and "radio-friendly". John Kilgo from The Network Forty wrote, "This is a great comeback for the Sheffield, England trio! A techno-pop release full of energy highlighted by a very catchy hook. This smash is a no-brainer." Pop Rescue noted the song as "brilliant" and "a great piece of pop". In a review of the Octopus album, Tony Cross from Smash Hits said it is "the best thing" on it. David Sinclair of The Times commented, "All the familiar components are here join-the-dots tune, danceable synth-pop arrangement, catchy bubblegum chorus but the result sounds disconcertingly like the Human League by numbers." The Vindicator noted the "bubbly, catchy melody" of the song.
