Herb Alpert - The Tijuana Brass Years

The Tijuana Brass Years

Alpert set up a small recording studio in his garage and had been overdubbing a tune called "Twinkle Star", written by Sol Lake, who would eventually write many of the Brass's original tunes. During a visit to Tijuana, Mexico, Alpert happened to hear a mariachi band while attending a bullfight. Following the experience, Alpert recalled that he was inspired to find a way to express musically what he felt while watching the wild responses of the crowd, and hearing the brass musicians introducing each new event with rousing fanfare. Alpert adapted the trumpet style to the tune, mixed in crowd cheers and other noises for ambience, and renamed the song "The Lonely Bull". He personally funded the production of the record as a single, and it spread through radio DJs until it caught on and became a Top Ten hit in 1962. He followed up quickly with his debut album, The Lonely Bull by "Herb Alpert & the Tijuana Brass". Originally the Tijuana Brass was just Alpert overdubbing his own trumpet, slightly out of sync. The title cut reached No. 6 on the Billboard Pop Singles Chart. This was A&M's first album (the original number was 101), although it was recorded at Conway Records.

By the end of 1964, because of a growing demand for live appearances by the Tijuana Brass, Alpert auditioned and hired a team of crack session men. No one in Alpert's band was actually Hispanic. Alpert used to tell his audiences that his group consisted of "Four lasagnas, two bagels, and an American cheese": John Pisano (electric guitar); Lou Pagani (piano); Nick Ceroli (drums); Pat Senatore (bass guitar); Tonni Kalash (trumpet); Herb Alpert (trumpet and vocal); and Bob Edmondson (trombone). The band debuted in 1965 and became one of the highest-paid acts then performing, having put together a complete revue that included choreographed moves and comic routines written by Bill ("Jose Jimenez") Dana.

The Tijuana Brass's success helped spawn other Latin acts, notably Julius Wechter (long-time friend of Alpert's and the marimba player for the Brass) and the Baja Marimba Band, and the profits allowed A&M to begin building a repertoire of artists like Chris Montez and The Sandpipers. Wechter would contribute a number of the Brass' original songs, usually at least one per album, along with those of other Alpert friends, Sol Lake and Ervan "Bud" Coleman.

An album or two would be released each year throughout the 1960s. Alpert's band was featured in several TV specials, each one usually centered on visual interpretations of the songs from their latest album - essentially an early type of music videos later made famous by MTV. The first Herb Alpert and the Tijuana Brass special, sponsored by the Singer Sewing Machine Company, aired on April 24, 1967 on CBS.

Alpert's style achieved enormous popularity with the national exposure The Clark Gum Company gave to one of his recordings in 1964, a Sol Lake number titled "The Mexican Shuffle" (which was retitled "The Teaberry Shuffle" for the television advertisements). In 1965, Alpert released two albums, Whipped Cream & Other Delights and Going Places. Whipped Cream sold over 6 million copies in the United States. The album cover featured model Dolores Erickson wearing only what appeared to be whipped cream. In reality, Erickson was wearing a white blanket over which were scattered artfully-placed daubs of shaving cream—real whipped cream would have melted under the heat of the studio lights (although the cream on her finger was real). In concerts, when about to play the song, Alpert would tell the audience, "Sorry, we can't play the cover for you." The art was parodied by several groups including one-time A&M band Soul Asylum and by comedian Pat Cooper for his album Spaghetti Sauce and Other Delights. The singles included the title cut, "Lollipops and Roses", and "A Taste of Honey." The latter won a Grammy Award for Record of the Year. Going Places produced four more singles: "Tijuana Taxi", "Spanish Flea", "Third Man Theme", and "Zorba the Greek". "Tijuana Taxi" and "Spanish Flea" would be used in the 1966 Academy Award-winning animated short A Herb Alpert and the Tijuana Brass Double Feature.

The Brass covered the Bert Kaempfert tune "Happy Trumpeter", retitling it "Magic Trumpet". Alpert's rendition contained a bar that coincided with a Schlitz beer tune, "When you're out of Schlitz, you're out of beer". ("The Maltese Melody" was another Alpert cover of a Kaempfert original). Another commercial use was a tune called "El Garbanzo", which was featured in Sunoco ads ("They're movin', they're movin', people in the know, they're movin' to Sunoco").

In 1967, the Tijuana Brass performed the title cut to the first movie version of Casino Royale.

Many of the tracks from Whipped Cream and Going Places received a great deal of airplay; they are frequently used as incidental music in The Dating Game on the Game Show Network, notably the tracks Whipped Cream, Spanish Flea and Lollipops and Roses. Despite the popularity of his singles, Alpert's albums outsold and outperformed them on the charts.

Alpert and the Tijuana Brass won six Grammy Awards. Fifteen of their albums won gold discs, and fourteen won platinum discs. In 1966 over 13 million Alpert recordings were sold, outselling the Beatles. That same year, the Guinness Book of World Records recognized that Alpert set a new record by placing five albums simultaneously in the top 20 on the Billboard Pop Album Chart, an accomplishment that has never been repeated. In April of that year, four of those albums were in the Top 10 simultaneously.

Alpert's only number one single during this period (and the first No. 1 hit for his A&M label) was a solo effort: "This Guy's in Love with You" (written by Burt Bacharach and Hal David), featuring a rare vocal. Alpert sang this to his first wife in a 1968 CBS Television special titled Beat of the Brass. The sequence was filmed on the beach in Malibu. The song was not intended to be released, but after it was used in the television special, allegedly thousands of telephone calls to CBS asking about it convinced Alpert to release it as a single, two days after the show aired. Although Alpert's vocal skills and range were limited, the song's unchallenging technical demands suited him. The single debuted in May 1968, topped the national chart for four weeks and ranked among the year's biggest hits. Initially regarded by the critical cognoscenti and 'hip' music-lovers of the day as strictly an easy-listening chart hit, Alpert's unusually expressive recording of "This Guy's in Love with You" now enjoys appeal well beyond the so-called mainstream. In 1996 at London's Royal Festival Hall, Noel Gallagher (of British rock band Oasis) performed the song with Burt Bacharach. Former Beatle George Harrison has stated that this was one of his favorite recordings.