In the early 2000s, the alternative rock/pop band 6cyclemind made waves in the Philippine music scene, quickly gaining widespread recognition. After almost a decade of successful recordings and tours, the band experienced lineup changes, paving the way for Herbert Hernandez to join as their lead guitarist. Prior to this, Hernandez had already established himself by founding the band Moonstar88, where he continues to perform as the lead guitarist and songwriter. Balancing roles in two mainstream bands might seem overwhelming, but Hernandez embraces the challenge with ease. Remarkably, music isn’t even his primary career. Beyond his musical pursuits, Hernandez co-founded the internationally renowned independent advertising agency GIGIL, alongside his partner, Badong Abesamis.
While Hernandez spends many nights performing and touring, his days are dedicated to managing advertising campaigns. With a natural flair for both music and the visual arts, his schedule is a whirlwind of client meetings, presentations, and creative sessions. His multifaceted abilities fuel his passion for pursuing various ventures that inspire him.
A Day in the Life of Herbert Hernandez
Hernandez’s typical day begins with a prayer and plenty of coffee. From 9 AM to 6 PM, he focuses on his responsibilities at GIGIL, staying in constant communication with clients or collaborating with his team. Lunchtime is reserved for family, a routine he has maintained throughout his 15-year marriage. Together with his wife, Hernandez is raising three children and makes it a point to spend quality time with them daily. On occasions when work permits, he even invites his children to his office to give them a glimpse of his professional world.
Evenings are often split between dinner with his family and gigs with either 6cyclemind or Moonstar88. To end the day, Hernandez enjoys playing Mobile Legends with his wife. He also prioritizes weekly date nights, family days, and an annual international family vacation. The family stays active with frequent bike rides and a shared focus on maintaining their health.
Hernandez’s lifestyle involves significant travel, and while sleep often takes a back seat—sometimes limited to just four hours a night—he finds joy in both of his careers. Whether it’s applause from fans or positive client feedback, the encouragement he receives keeps him motivated.
Beyond Music and Advertising
Hernandez’s entrepreneurial spirit extends to creating opportunities for others in his industry. In 2018, he launched The Indierectory, a platform that connects independent creatives and freelancers with hiring agencies and companies. His goal is to bridge the gap between Filipino talent and paid opportunities, ultimately expanding this vision to a global scale.
Earlier in 2010, Hernandez also initiated Lakihan mo Logo (“Make the Logo Bigger”), a concert series for Manila-based advertising professionals. Designed as a creative outlet for stress relief, the series features bands formed by ad agency talents. Hernandez, who once considered leaving music to focus solely on advertising, now provides this outlet for his peers in the industry. Since its inception, Lakihan mo Logo has hosted 58 concerts, with some participants even landing recording contracts. Additionally, he organized 12 “Rockovery” concerts to raise funds for advertising professionals battling serious illnesses.
Looking Ahead
At 40 years old, Herbert Hernandez envisions retiring within the next 15 years. However, given his reputation as “tireless,” “always switched on,” and “committed to excellence,” such a transition might come as a surprise to those who admire his dynamic energy. Known for his expertise in time management and prioritization, Hernandez continues to excel in both music and advertising.
Whether you recognize him as the guitarist for 6cyclemind, the songwriter and guitarist for Moonstar88, or the co-founder of GIGIL, one thing remains certain: Herbert Hernandez is dedicated to giving his best in every role. As he continues to inspire through his multifaceted career, fans can look forward to more groundbreaking ad campaigns and unforgettable music from this extraordinary artist.