(2020) Music Documentary (Abramorama) Herb Alpert, Jerry Moss, Lani Hall, Sting, Quincy Jones, Billy Bob Thornton, Burt Bacharach, Sergio Mendes, Lou Adler, Terry Lewis, Bill Moyers, Randy Alpert, Jimmy Jam, Quest Love, Chloe Flower, Richard Carpenter, Eden Alpert, Hussain Jiffry, Ken Robinson, John Pisano, Chip Tom, Eric Pryor, Richard W. Lariviere, Bill Cantos, Aria Alpert Adjani. Directed by John Scheinfeld
In the early-to-mid Sixties, the biggest musical group in the world was the Beatles. All the kids listened to them. But it might surprise you to know what their parents were listening to; Herb Alpert and the Tijuana Brass. The two groups were the biggest selling musical acts in the United States in 1965 and 1966. Even if you don’t know the name, you’ve heard “A Taste of Honey” at some point in your life. You’ve had to.
In the sixties, his music served as something of a soundtrack. It was used as incidental music on The Dating Game and could be heard in movies and of course, on the radio. As ubiquitous as his music was, he might be best remembered in the music business for being the “A” in A&M Records, whose roster of artists included at one time or another Janet Jackson, The Carpenters, Carole King, The Police, Sergio Mendes and Brazil 66, Bryan Adams, Soundgarden, The Black-Eyed Peas, Sheryl Crow, Peter Frampton, Styx, Amy Grant, Joe Jackson, the Neville Brothers, Atlantic Starr, the Flying Burrito Brothers, the Human League, Oingo Boingo, Hugh Masakela, Iggy Pop, the Neville Brothers, Burt Bacharach, Quincy Jones, Cat Stevens, the Tubes, Simple Minds, UB40, Rick Wakeman, Supertramp, Bill Withers and the Stranglers.
These days, Alpert spends a lot of time sculpting and painting. Music has taken a back seat to the visual arts, although he still dabbles. He sold the record company years ago, and is able to live a pretty comfortable lifestyle. He’s reached a point in his life where people tend to turn inward and ask themselves “Did I do okay?” It is also the time of life when documentarians tend to come knocking on your door.
Scheinfeld has assembled some pretty impressive interviews, and Alpert himself, notoriously an introvert, actually proves to tell some pretty fun stories. The tone of the film is, as you might expect, somewhat reverent and if you’re looking for a “warts and all” portrayal here, you will likely be disappointed. Still, the archival footage is absolutely amazing – the TJB were making music videos back in the early Sixties before just about anybody else – and you get to hear a little bit more than just ten-second snippets of songs.
Alpert seems to be a pretty forward-looking guy as most artists tend to be. Still, in an era when looking forward tends to bring on depression, it was a pleasure to look back a bit. My mom and dad owned the South of the Border album and they played the heck out of it – I’m surprised it still plays (my mom still has the album somewhere). It represents a simpler, more innocent era to me, and I lived in Southern California – the perfect environment to hear Alpert’s music. Some today might mutter about cultural appropriation and watered-down version of Mexican music, but it was more than an accompaniment to chips and salsa at your local Mexican chain restaurant. It introduced a lot of people to a different type of music and made them receptive to hearing still more. Whatever you think of the TJB, you have to admit that Alpert made an indelible mark on the music industry and thus, on our lives. For my money, he done good.
REASONS TO SEE: The music clips are a little longer than usual for this genre. There is some terrific archival footage.
REASONS TO AVOID: The film occasionally descends into hagiography.
FAMILY VALUES: Suitable for family audiences.
TRIVIAL PURSUIT: Alpert got his start in the music business as a songwriter; among the songs that he wrote was the classic Sam Cooke song “Wonderful World.”
BEYOND THE THEATER: Amazon, AppleTV
CRITICAL MASS: As of 10/20.20: Rotten Tomatoes: 87% positive reviews; Metacritic: 64/100.
COMPARISON SHOPPING: Ella Fitzgerald: Just One of Those Things
FINAL RATING: 7/10
NEXT: The Great Deceiver