John Lennon had it right -- in 1966, The Beatles were more popular than Jesus. That would, in a matter of speaking, put Herb Alpert above God.
Barely into his thirties, the California-born co founder of A&M Records had trumped fellow trumpeters Louis, Dizzy and Miles in album sales and American appeal. This sharp, striking man fronted six musicians known as the Tijuana Brass, none of whom hailed from Mexico. They were Italian, their leader was Jewish, yet all wore charro suits; the band's mariachi sound was complimented by their crisp wardrobe. Herb Alpert & the Tijuana Brass told sensual stories without vocals. A walloping trombone and hysterical xylophone intertwined with soft strings to place four Brass albums in Billboard's Top Ten -- at the same time. It's a record that no one, including the Fab Four, has topped.
"When we got to London, they loved us," remembers former Tijuana Brass bassist Pat Senatore, 74. "We hung out with The Beatles."
Not bad for a guy who started his record label out of his garage. Good thing Alpert's business partner suggested the Tijuana Brass name in 1962.
"It became a hell of a lot more successful than I could have ever dreamed," Alpert admits of the band name he originally hated.
Jerry Moss -- the 'M' of A&M Records -- had told Alpert to call his group the Tijuana Brass for his love of bullfights. Alpert agreed, but he wasn't jazzed.
"We're having dinner tomorrow night," he says of his best friend of more than 40 years.
Since Alpert partnered with Moss in 1962, the trumpet player has sold more than 75 million albums. Alpert -- born 38 days before Moss -- ran the independent label with his friend until the men sold A&M Records for half a billion dollars in 1989.
"We never signed any papers. We never signed anything," says Alpert of his loyal 30-year business relationship with Moss. The Rock and Roll Hall of Fame inducted the two men in 2006.
No longer backed by the Brass (their leader disbanded the group by the early '70s), Alpert now records and performs with his wife of 36 years, Lani Hall.
"It's never been an obstacle," he says. "She's been my guardian angel."
The couple leave for Newport News, Va. on Thursday for the first of 22 American shows. Expect a performance of jazz improv; just don't expect to hear "Tijuana Taxi."
From his Malibu home Alpert explains in his silky voice that, as grateful as he is for the songs that built his success, he has made a significant change to his setlist. At 74, the only thing Alpert has retired is his live Tijuana Brass ensemble -- no more "Spanish Flea" or "Lonely Bull."
"Every time I played it I got a funny feeling in my stomach. It was not fun for me," Alpert tells the Tampa Liberal Examiner. "The audience doesn't seem to miss them."
"The music is still alive in a lot of people's minds," says Pat Senatore, one of three surviving former Brass members.
Senatore operates Vibrato Grill Jazz, a Bel Air club that recently featured a surprise set from Stevie Wonder. Alpert and Hall played Vibrato in April, when the married performers treated the audience to songs from the couple's first album, Anything Goes. The title parallels the improvisational, unpredictable essence of jazz music to which Alpert has subscribed since he first picked up a trumpet.
"I never, ever rehearsed or played the songs before I recorded them," Alpert says, then quickly points out "Zorba The Greek" as the lone exception.
His music is heard everywhere: on elevators, on commercials and, most recently, on iPods. Alpert understands this new world of illegal downloads and instant gratification. As for today's budding musicians: "My advice to them is to make friends with the Internet."
His songs have subtlely sold household products, spurred romantic flings and stirred up hip-hop music with a cornucopia of melodic samples. One might call Herb Alpert the original crossover artist. Alpert's an act for all ages, and he's not about to age out.
"I try to be as authentic as I can," he says. "It's odd, but playing the trumpet gives me energy."
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