act after another: the Carpenters and Carole King. Billy Preston and Peter
Frampton. Cheech and Chong. Supertramp and Styx and Joe Jackson and...
In 1979 – with A&M facing its most serious financial crisis to date in the
middle of an industry-wide slump – Alpert recorded a tune that helped
maintain the label’s independence. “Rise” topped the Pop charts, was
picked as the theme for the 1980 Olympics, and A&M rolled boldly into the
’80s: The Police and Bryan Adams. R.E.M. and Squeeze. Janet Jackson and
Jeffrey Osborne. Iggy Pop and OMD. Sting and John Hiatt and Suzanne Vega
and Gerry Mulligan and Paul Desmond...
Along the way, Alpert kept his trumpet close at hand, ever ready to try on
new musical styles and rhythms. In 1987, he collaborated with the hot R&B
production team of Jimmy Jam and Terry Lewis, and with vocal help from
Janet Jackson, hit big with the single “Diamonds.” In 1990, he began
recording North on South Street – a pioneering (and sadly overlooked) gem
that fused hip-hop and techno dance beats with solid jazz improvisation,
predicting the advent of acid-jazz a few years later.
That same year, A&M remained the sole independent record company
among the few that had grown to full maturity – like Atlantic, Motown
and Sire – but had yet to sell out to a major conglomerate. That year,
Polygram came calling, with a generous offer. Alpert and Moss –
acutely aware of the ever-increasing stakes of staying in business –
decided to accept.
