Herb Alpert's Legacy: Trust, Authenticity, and Artistic Impact

The Bob Lefsetz Podcast · January 01, 2026 · Listen to Original Episode →

Original Title: Herb Alpert

TL;DR

A M Records' success was built on a foundation of trust and a handshake agreement between Herb Alpert and Jerry Moss, demonstrating that strong personal relationships can drive significant business outcomes.
Alpert's personal journey from introverted musician to record label executive highlights the importance of embracing opportunities and adapting one's approach to business while staying true to oneself.
The foundation of A M Records in a garage and its eventual sale for a substantial sum illustrates how humble beginnings, coupled with strategic partnerships and artistic vision, can lead to immense financial success.
Alpert's philosophy that the instrument is merely a "megaphone" for the artist's inner sound emphasizes the critical role of individual expression and finding one's unique voice in music creation.
The success of artists like the Carpenters, who were initially rejected by major labels, underscores A M Records' willingness to take risks on unconventional talent and trust their artistic instincts.
Alpert's commitment to philanthropy through the Herb Alpert Foundation demonstrates a "second-order" impact of his success, aiming to sustain arts and music education for future generations.
Alpert's continued engagement with music at age 90, focusing on learning production and exploring new interpretations of songs, showcases a lifelong dedication to artistic growth and innovation.

Deep Dive

Herb Alpert, at 90, is experiencing a renaissance, finding renewed enjoyment and relevance in his music through a sold-out tour and an upcoming Hollywood Bowl performance. This resurgence highlights a career that began with a profound personal need for expression, evolved into a thriving record label built on trust, and continues to inspire through a philosophy of authentic artistic voice and impactful philanthropy. The core of Alpert's enduring success lies in his introspective nature, his commitment to "feel" over technicality, and his belief in treating artists with respect, principles that guided both his musical endeavors and the founding of A&M Records.

Alpert's journey into music was driven by an innate introversion, where the trumpet became his primary mode of communication from a young age. This personal connection to his instrument is central to his philosophy: the sound originates from within, the instrument merely amplifying it. This perspective was solidified during a difficult period after his divorce, where a mentor, Carmine Caruso, taught him that the instrument is secondary to the player's internal expression. This insight not only helped Alpert overcome his playing difficulties but also informs his advice to young musicians: find your own voice rather than imitating others. This emphasis on authenticity and "feel" is a recurring theme, from his early days playing by ear with his father to his production work with artists like Sergio Mendes and his personal approach to A&M Records.

The establishment and success of A&M Records were deeply intertwined with Alpert's personal values. Initially hesitant about the business side of music, he co-founded the label with Jerry Moss with a simple handshake, a testament to their mutual trust and respect. This foundation of integrity allowed them to navigate the complexities of the music industry, from signing artists like Waylon Jennings, whom they released from their contract to pursue his country music dreams, to discovering and nurturing talent like The Carpenters and Cat Stevens. Alpert's decision to partner with Jerry Moss, sharing equally in both ventures, was a pivotal moment that solidified his commitment to building a company that valued artists. The company's growth, from a garage operation to a global entity, was sustained by this core principle of treating artists with respect, even as the scale of operations became daunting for the introspective Alpert.

Beyond his musical achievements, Alpert has channeled his success into significant philanthropic efforts through the Herb Alpert Foundation. Recognizing the importance of arts education, the foundation supports organizations dedicated to keeping arts and jazz alive, aiming to bring warmth and opportunity to individuals. This extends to his involvement with the Herb Alpert School of Music at UCLA, where he has contributed to updating facilities and ensuring students have the resources to develop their talents. His personal pursuits now include painting and sculpting, indicating a continued drive for creative expression beyond music, demonstrating a holistic approach to a life dedicated to art and impact. This dedication to fostering creativity and supporting aspiring artists underscores Alpert's belief in the transformative power of art.

Action Items

Audit personal approach to learning: Identify 3-5 areas where "how to think" is prioritized over "what to think" to foster deeper understanding.
Develop a personal "sound" framework: Document 3-5 core principles that define your unique approach to problem-solving or creative output, emphasizing authenticity over imitation.
Analyze 2-3 past projects for "feel" integration: Evaluate how emotional resonance or intuitive understanding contributed to success, beyond technical execution.
Create a personal "troubleshooting" guide: Outline 3-5 strategies for overcoming creative blocks or technical challenges, focusing on internal drivers rather than external tools.

Key Quotes

"You know, I think I'm having more fun believe it or not at 90. I never thought I'd be doing this. I just uh got into a new groove here. I mean, all of a sudden, I think my music is a back in vogue."

Herb Alpert reflects on his current enjoyment of performing at age 90, suggesting a resurgence in the popularity of his music. This indicates a renewed connection with his audience and a personal fulfillment in his ongoing career.

"What younger people don't know how to relax, how to be honest, how to be true to yourself."

Herb Alpert offers a perspective on life lessons that he believes younger generations may be missing. He highlights the importance of relaxation, honesty, and authenticity as key elements for a fulfilling life.

"The sound was just it was there and it was talking for me because I, you know, I'm a hard-carrying introvert. So at that age, the horn was saying things I couldn't get out of my mouth."

Herb Alpert explains how the trumpet served as an outlet for his introverted nature during his youth. He describes the instrument as a means of expression that allowed him to communicate feelings he struggled to articulate verbally.

"The trumpet is just a piece of plumbing. You're the trumpet. The trumpet comes, the sound of the trumpet comes from inside you. The trumpet is just a megaphone, it's just an amplifier of your sound."

Herb Alpert shares a profound piece of advice from his teacher, Carmine Caruso, about the nature of musical performance. This quote emphasizes that the true source of sound and expression comes from within the musician, with the instrument acting as a tool for amplification.

"I think one of the keys is, you know, find your own voice. Find your own way of expressing yourself. So you're good on stage to thousands of people, but you're most comfortable one on one."

Herb Alpert discusses the importance of individuality in music and reflects on his own comfort levels in different performance settings. He suggests that finding one's unique voice is crucial for artists and notes the interesting phenomenon of being comfortable performing for large crowds but preferring intimate settings.

"I felt like I didn't want to hang a Picasso or Monet on my wall. I wanted to be able to share my good fortune with some other people as well."

Herb Alpert explains his motivation for establishing the Herb Alpert Foundation. He expresses a desire to use his success not for personal material gain, but to support arts and music initiatives and share his good fortune with others.

Resources

External Resources

Books

"Writer" by Carole King - Mentioned as the artist for whom Lou Adler produced the album "Tapestry," which became a significant success.

Articles & Papers

"Like a Rolling Stone" (Song) - Mentioned as a song that contains a line about Danny Shapiro's mother, prompting a reflection on identity.

People

Herb Alpert - The primary subject of the discussion, a musician who discusses his career, approach to music, and experiences.
Lou Adler - Mentioned as a friend who wrote poetry that Herb Alpert put music to, leading to early collaborations and demos.
Jerry Moss - Herb Alpert's partner in A&M Records, described as a great guy, smart, honest, and good with people.
Sam Cooke - Mentioned as a star artist at Keen Records for whom Lou Adler and Herb Alpert worked, and for whom they wrote "Wonderful World."
Bumps Blackwell - Producer at Keen Records who liked Lou Adler and Herb Alpert's songs and hired them to work on recordings.
Sonny Bono - A&R chief at Imperial Records who advised Lou Adler and Herb Alpert to leave the building after listening to their songs.
Chet Atkins - Head of RCA in Nashville, who expressed interest in signing Waylon Jennings if he left A&M.
Gil Friesen - A key executive at A&M Records who encouraged Herb Alpert to form a group.
Sergio Mendes - Mentioned as an artist signed to A&M Records whose album "Brazil '66" was a significant success.
Lonnie - The lead singer of Sergio Mendes' group, whose voice Herb Alpert fell in love with.
Danny Cordell - Mentioned in relation to A&M signing English acts.
Chris Blackwell - Mentioned as someone who brought wonderful acts to A&M Records, including Cat Stevens.
Cat Stevens - An artist signed to A&M Records whose music Herb Alpert admired.
Richard Carpenter - Mentioned as the person to whom Herb Alpert gave the song "Close to You," which became a breakthrough hit for The Carpenters.
Karen Carpenter - Mentioned as the singer for The Carpenters, whose voice and the band's music Herb Alpert found appealing.
Larry Levine - An engineer and friend of Herb Alpert who advised against releasing a particular song for Herb.
Carmine Caruso - A trumpet teacher in New York known as a "troubleshooter" for musicians with playing problems.
Peter Frampton - Mentioned as an artist who had gigantic success, with Herb Alpert recalling attending one of his concerts.
Prince - Mentioned as an artist whose potential signing to A&M was considered, with Warner Brothers offering a significant advance.
Bessie - Mentioned as someone Herb Alpert played with.
Harry James - Mentioned as someone Herb Alpert played with.
Louis Armstrong - Mentioned as a trumpet player whose sound Herb Alpert admired and would have included in a hypothetical television show.
Miles Davis - Mentioned as a great musician whose work Herb Alpert learned from but advised against imitating.
Milt Bernhart - A trombonist mentioned in relation to a musician in the army band.
Raphael Mendez - An extremely talented Mexican trumpet player whose teacher Herb Alpert took lessons from.
Burt Bacharach - Mentioned as the songwriter of "Close to You," which Herb Alpert recorded and later gave to The Carpenters.
Hal David - Mentioned as a collaborator with Burt Bacharach.
Chris Montez - An artist for whom Herb Alpert produced records, including "Call Me."
Pete Jolly - A jazz piano player who played on Chris Montez's record "Call Me."
Phil Ramone - Mentioned as having done an album with Karen Carpenter that Herb Alpert did not want to release on A&M.
Ted Fagan - A friend who introduced Jerry Moss to Herb Alpert.
Anna Runkle - Mentioned as the host of "A Really Good Cry" podcast and known as "The Crappy Childhood Fairy."
Kelly Williams - Co-host of "Welcome to the Family" podcast, known as Laura Winslow from "Family Matters."
Telma Hopkins - Co-host of "Welcome to the Family" podcast, known as Aunt Rachel from "Family Matters."
Danny Shapiro - Host of the podcast "Family Secrets."
Gizelle Bryant - Co-host of the podcast "Reasonably Shady."
Robin Dixon - Co-host of the podcast "Reasonably Shady."

Organizations & Institutions

A&M Records - The record company co-founded by Herb Alpert and Jerry Moss.
Keen Records - A record label where Lou Adler and Herb Alpert worked with Sam Cooke.
Imperial Records - A record label where Sonny Bono was the A&R chief.
Dot Records - A record company that distributed Herb Alpert's "Tell It To The Birds."
Carnival Records - The label under which Herb Alpert's "Tell It To The Birds" was released.
Scepter Records - A label Jerry Moss had worked with.
RCA - A record label where Herb Alpert had a contract and where Chet Atkins was head of Nashville operations.
Capitol Studios - Mentioned as being fed by A&M Records' success.
The Smithsonian - Mentioned as wanting to have Herb Alpert's trumpet that he played on all the Tijuana Brass records.
UCLA - The institution where the Herb Alpert School of Music is located.
The Black Effect Podcast Network - The network for the podcast "Reasonably Shady."
iHeartRadio - A platform where various mentioned podcasts are available.
The Army - Where Herb Alpert served and was classified as a trumpet player.
Fort Ord - Where Herb Alpert was stationed in the army.
Fort Knox, Kentucky - Where Herb Alpert attended band school.
Sixth Army Band in San Francisco - Where Herb Alpert was stationed in the army.
Warner Brothers - Mentioned in relation to a large advance offered for Prince.
Polygram - The company that acquired A&M Records.
Almo Sounds - A company Jerry Moss started after A&M.

Podcasts & Audio

Welcome to the Family with Telma and Kelly - A podcast where Telma Hopkins and Kelly Williams rewatch episodes of "Family Matters."
Paper Ghosts: The Texas Teen Murders - A podcast discussed in the transcript.
Family Secrets - A podcast hosted by Danny Shapiro.
Reasonably Shady - A podcast hosted by Gizelle Bryant and Robin Dixon.
The Bob Lefsetz Podcast - The podcast on which Herb Alpert is a guest.
A Really Good Cry - A podcast hosted by Radie W.K. featuring Anna Runkle.
Atlanta Is... - A podcast exploring the stories behind Atlanta's influence.

Other Resources

The Tijuana Brass - A musical group associated with Herb Alpert, whose records he played on.
The Lonely Bull - A song written by Saul Lake that Herb Alpert recorded.
Tell It To The Birds - A song Herb Alpert recorded.
Wonderful World - A song written by Lou Adler and Herb Alpert, recorded by Sam Cooke.
Four Strong Winds - A song recorded by Waylon Jennings that became successful.
Brazil '66 - An album by Sergio Mendes and Brazil '66.
We Five - A group signed by A&M Records whose master became a number one record.
Mashkinada - A song on which Herb Alpert contributed to the arrangement.
The Carpenters - A musical group signed by A&M Records.
Close to You - A song that became a breakthrough hit for The Carpenters.
Sgt. Pepper - Mentioned in relation to a movie Peter Frampton was in.
The Herb Alpert Foundation - An organization founded by Herb Alpert to support arts and jazz.
The Herb Alpert School of Music at UCLA - A school dedicated to music education.
Vibrato Grill Jazz Club - A jazz club owned by Herb Alpert.