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Most of the tracks that would form the Seven album were written in 1990, several were debuted on the World Cup tour and others on the December tour, with Ring The Bells, Bring A Gun and Next Lover featuring on the Come Home live video. A secret gig at Paris La Locomotive club in March 1991 saw the band start with ten new unreleased tracks from the demos they had just completed for Seven (Pressure's On did not see the light of day until Wah Wah and Somebody Help Me remains unreleased).

The recording process for Seven did not go at all to plan. The extended success of Sit Down and the associated promotion delayed recording. The album was scheduled for the autumn originally and a massive 30-date UK tour had been announced to coincide.

Recording with Youth was a strange experience for the band. Shunning conventional methods he set the studios up with no artifical light but used candles to light the studio. The band were not happy with the sound of the initial recordings and when the studio time they had booked was completed, the album was only half-finished. Phonogram's suggestions for producers to complete the job were rejected by the band, the job in the end going to the band themselves with the assistance of Steve Chase.

The delays meant that the album went ahead with no new product to promote, the single Sound coming out only at the very end of the tour. Audiences expecting a set full of Sit Downs were met by a peppering of the new album and some wilfully difficult selections from the band's earlier material. Just before Christmas, the band organised a fan club show at Warrington Parr Hall where the whole album was previewed, this show being recorded for release as Seven The Live Video.

With the album finally finished, another single, Born of Frustration, was released in January followed by the album in February just as the band had set off on their first tour of America, thus being unable to put in the traditional promotional activities to coincide with the release.

The album was generally panned by the critics with lazy accusations of stadium rock being thrown at the band. The band still spring to the album's defence - Tim said in Q in 1993 "I stand by Seven. It's a good record. And if people have a problem with that they can fuck off". The general consensus within band circles was that a backlash was inevitable after Sit Down whatever the band had released.

Lyrically, the band makes very strong references to the fallout of Tim's relationship with the band's manager Martine. The depth of feeling in some of the tracks was self-evident in Tim's emotional reaction to some of the songs as he had been singing them live on the autumn tour.

Disappointingly the album only reached Number 2 being held off top spot by Simply Red's Stars although it was Number 1 in the less significant Network chart.

The band toured the album around Europe in April and May which coincided with Ring The Bells as the third single which struggled to reach the Top 40, again partly down to the lack of promotion and live appearances.

The summer saw James biggest headlining live performance of their own at Alton Towers fun park on July 4, broadcast live on Radio 1. A fourth single from the album, a remix of the title track with the three new tracks added to make the EP at the band's assistance was released the following Monday and failed to reach the Top 40, peaking at number 46.

Seven did however cement James position as one of the UK's leading alternative bands desppite the press mauling it received. It also had some consequences that would alter the course of the band - it prompted the invitation to support Neil Young on his acoustic US tour that autumn and Brian Eno to want to work with the band.