What Now My Love is the sixth album by Herb Alpert & the Tijuana Brass, released in 1966. It remained at #1 on the Billboard Album chart for nine weeks, the longest of any album released by the group.[1] The cover photo, an outtake from Alpert's 1964 South of the Border album, features model Sandra Moss at the Patio del Moro apartment complex in West Hollywood.[2]
In his retrospective review for Allmusic, music critic Richard S. Ginell wrote "With this album, Herb Alpert and the Tijuana Brass settle into their hitmaking groove, the once strikingly eclectic elements of Dixieland, pop, rock, and mariachi becoming more smoothly integrated within Alpert's infectious "Ameriachi" blend."[1]
The spring and summer of 1966 was the high water mark of the band's album sales. For the week ending May 21, 1966, What Now My Love, at No. 2, was one of five Tijuana Brass albums listed in the top 20 of Billboard Magazine’s chart of Top LP’s. The others were Going Places (4), Whipped Cream & Other Delights (8), South of the Border (17), and The Lonely Bull (20).[4]
Three weeks later, for the week ending June 11, 1966, What Now My Love held No. 1, and was one of three TJB albums to make the top 5 of the Billboard Top LP's chart, along with Going Places (4), and Whipped Cream & Other Delights (5).[5] The feat was repeated the following week, with What Now holding at 1, Whipped Cream at 3, and Going Places at 5.[6] Only The Beatles had previously scored this achievement (May 2, 1964), and only Prince (May 14, 2016), and Taylor Swift (December 9, 2023) have since repeated it.
