Independent record label helped launch the career of newer artists with her Maverick label. A&M Records is widely believed to have been the most successful independent label in history due to its 37-year run and catalog of commercially successful and critically acclaimed records. Founded in 1962 by trumpeter Herb Alpert (A) and record promoter Jerry Moss (M), A&M was initially the label and distributor for Alpert's own Tijuana Brass recordings, but the label quickly began signing other artists. Over its 37-year run, A&M sold records from such artists as Sergio Mendes & Brazil '66, Claudine Longet, The Carpenters, Phil Ochs, Carole King (A&M
Herb Alpert Tijuana Brass, Alpert auditioned and hired a team of crack session men. Alpert used to tell his audiences that his group consisted of "Four lasagnas, two bagels, and an American cheese": John Pisano (electric guitar); Lou Pagani (piano); Nick Ceroli (drums); Pat Senatore (bass guitar); Tonni Kalash (trumpet); Herb Alpert (trumpet and vocal); and Bob Edmondson (trombone). The band debuted in 1965, and became one of the highest-paid acts then performing, having put together a complete revue that included choreographed moves and comic routines written by Bill ("José Jiménez") Dana. An album or two was released each year throughout the