Success: Alpert's friend Sol Lake had written an instrumental entitled "Twinkle Star," which the trumpeter began to record in his studio, overdubbing his horn with very slight delay in order to create the illusion of a full brass section.
After seeing a mariachi band at a bullfight in nearby Tijuana, Mexico, he revamped the tune to match the style, and dubbed the result "The Lonely Bull." Alpert had already formed his own label, Carnival Records, with partner Jerry Moss, and had released a vocal solo single as Dore Alpert; he used this label, later renamed A&M, to release the new single.
Later years: Herb continued in this vein until 1974, recording various incarnations of the Tijuana Brass and augmenting them with Los Angeles' famed "Wrecking Crew" sessions musicians.
He eventually turned most of his attention to signing acts for A&M Records, which exploded in popularity in the '70s with acts such as Styx, Carpenters, and The Police.
He continues to record and tour occasionally today, sometimes with longtime spouse and vocalist Lani Hall.