In the early 2000s, the alternative rock/pop band 6cyclemind gained widespread recognition in the Philippines, quickly establishing itself in the local music scene. After nearly a decade of success, the band underwent lineup changes, and seasoned guitarist Herbert Hernandez joined the group. Before this, he had already made a name for himself as the founder of Moonstar88, a band he continues to tour with as a lead guitarist and songwriter.
Balancing performances with two mainstream bands is no easy feat, but Hernandez handles it effortlessly. Surprisingly, being a rock star is not even his primary career. Alongside his musical journey, he co-founded GIGIL, an internationally recognized independent advertising agency, with his business partner Badong Abesamis.
Though his nights are often filled with gigs and travels, his days are dedicated to client meetings, strategy sessions, and creative pitches. With a deep passion for both visual arts and music, Hernandez has mastered the art of managing multiple creative pursuits that keep him inspired.
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A Day in the Life of Herbert Hernandez
A typical day for Hernandez begins with a prayer, followed by a generous dose of coffee. His 9-to-6 schedule at GIGIL is packed with calls, client meetings, and campaign alignments. Despite his hectic workload, he always makes time for lunch with his family. Married for 15 years, he and his wife share three children, and Hernandez ensures they spend quality time together daily. Whenever possible, he invites his children to his office so they can witness his work firsthand.
Evenings are dedicated to family dinners before heading out for performances with either 6cyclemind or Moonstar88. Before calling it a day, Hernandez and his wife unwind by playing Mobile Legends together. He also prioritizes one date night per week, one full family day per week, and an annual international vacation. Staying active is also important to him, and he frequently enjoys family bike rides to maintain a healthy lifestyle.
The Sacrifices and Passion That Keep Him Going
Hernandez’s demanding schedule often requires frequent travel, which means sacrificing sleep—he sometimes gets as little as four hours per night. However, his love for both music and advertising fuels his dedication. The support from his fans and clients serves as the encouragement he needs to keep pushing forward.
Beyond his advertising and music careers, Hernandez is committed to empowering independent talents. In 2018, he founded The Indierectory, a platform that connects Filipino freelancers and independent creatives with potential clients in the advertising industry. His long-term vision is to expand this initiative globally, providing more opportunities for Filipino talents.
In 2010, he also launched Lakihan mo Logo (“Make the Logo Bigger”), which he describes as “a commercial break for people making commercials.” This concert series features Manila-based advertising professionals who form bands, allowing them a creative escape from their daily grind. Having once considered leaving music behind to focus on his advertising career, Hernandez now ensures that others in his industry can keep their creative passions alive. Since its inception, Lakihan mo Logo has organized 58 concerts, with some participants even securing recording deals. Additionally, Hernandez spearheaded 12 “Rockovery” concerts to raise funds for industry professionals battling serious illnesses.
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What’s Next for Herbert Hernandez?
Now 40 years old, Hernandez envisions retiring within the next 15 years. However, given his reputation as “tireless,” “always switched on,” and “committed to excellence,” many find it hard to believe he will truly step away from his work. His exceptional time management and prioritization skills suggest that his creative contributions in both advertising and music are far from over.
Whether you recognize Herbert Hernandez as the guitarist for 6cyclemind, the guitarist for Moonstar88, or the co-founder of GIGIL, one thing remains certain—he is dedicated to giving his best in every role he takes on. Expect to see more groundbreaking ad campaigns and incredible music from this multi-talented visionary in the years to come.