Alpert, Herb (1935-...), is an American bandleader, trumpet player, and record company executive. He became famous in the 1960's for leading a band that played the "Tijuana sound." Alpert got the idea for the sound while watching a bullfight in Tijuana, Mexico. The sound blends jazz, rock music, and traditional Mexican music. Alpert led a band called the Tijuana Brass, in which he was the featured trumpet player.