One of the most successful instrumental performers in pop history, trumpeter Herb Alpert was also one of the entertainment industry's shrewdest businessmen: A&M;, the label he co-founded with partner Jerry Moss, ranks among the most prosperous artist-owned companies ever established. Born March 31, 1935, in Los Angeles, Alpert began playing the trumpet at the age of eight. After serving in the Army, he attempted to forge an acting career, but soon returned to music, recording under the name Dore Alpert for RCA.