Herb Alpert, the 91-year-old trumpeter and bandleader renowned for his work with the Tijuana Brass in the 1960s, has experienced an unexpected resurgence in popularity thanks to social media platforms like TikTok. A track from his 1965 album *Whipped Cream & Other Delights* titled “Ladyfingers” recently gained viral status, amassing over 4 billion streams and sparking renewed interest in Alpert’s music across a new generation of listeners.

Alpert described the revival of his career as a “rebirth,” expressing surprise and enthusiasm about performing at his age. “I didn’t think I’d be doing this at my age, but I’m having the time of my life playing,” he said. This surge in popularity has translated into commercial success on the concert circuit; nearly all of the first 20 shows of his 2026 tour leg, branded as “Herb Alpert & the Tijuana Brass & Other Delights,” have sold out, with additional dates planned for later this year. The group has also expanded and redefined its lineup, maintaining the Tijuana Brass name for live performances.

Alpert, a Los Angeles native whose father immigrated from the region now known as Ukraine, began playing the trumpet at age eight. Though classically trained, he gravitated toward jazz early in his career—a genre that continues to influence his work. He notably co-wrote Sam Cooke’s 1960 hit “Wonderful World” before launching his own recording career in 1962 with *The Lonely Bull*. That album also helped establish A&M Records, the label Alpert co-founded with Jerry Moss. A&M went on to sign a wide array of prominent artists, from the Carpenters and Burt Bacharach to Janet Jackson and the Police, before the duo sold the company to PolyGram Records in 1989 for an estimated $500 million.

Alpert is unique in having achieved chart-topping success both as a singer, with 1968’s “This Guy’s in Love With You,” and as an instrumentalist, with 1979’s “Rise.” The latter track has been widely sampled by contemporary artists across genres ranging from hip-hop to pop. Interestingly, while credited to “Herb Alpert & the Tijuana Brass,” no formal band initially existed, as Alpert himself performed all brass parts on his early recordings. The ensemble was later assembled for live tours.

Many of Alpert’s early albums enjoyed commercial success, with five of fourteen between 1962 and 1970 reaching the top of the Billboard charts. His song “Spanish Flea” gained additional cultural recognition as the theme tune for the television show *The Dating Game*. The border city of Tijuana inspired several of his compositions and the band’s name, reflecting Alpert’s frequent visits there.

The viral success of “Ladyfingers” was a chance occurrence, Alpert said. The song, written by jazz harmonica player Toots Thielemans and included on *Whipped Cream & Other Delights*, was randomly discovered and shared by users on TikTok and Instagram. Alpert recalled the late Thielemans, describing him as an extraordinary musician whose work on the album allowed him to improve his living situation.

Despite his long career and late-breaking social media fame, Alpert remains committed to live performance, expressing a desire to continue touring internationally as long as his health and enthusiasm permit. His current U.S. tour includes interactive elements, where he occasionally fields questions from audiences, fostering a casual and intimate concert experience.