In the early 2000s, the alternative rock/pop band 6cyclemind gained widespread recognition in the Philippines, quickly establishing itself in the local music scene. Nearly a decade into their journey, the band underwent lineup changes, welcoming lead guitarist Herbert Hernandez, who was already an established musician. Before joining 6cyclemind, Hernandez had founded Moonstar88, a band he continues to perform with as both a guitarist and songwriter. Balancing two mainstream bands is no small feat, yet Hernandez handles the challenge with ease. However, being a rock star is just one part of his professional life. In addition to his music career, he co-founded GIGIL, an internationally renowned independent advertising agency, alongside his business partner, Badong Abesamis.
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By night, Herbert Hernandez captivates audiences with his performances, but by day, he is deeply immersed in the world of advertising. His schedule is packed with meetings, strategy sessions, and creative presentations for both local and international clients. A gifted visual artist as well as a musician, Hernandez thrives in multiple creative spaces, dedicating his time to pursuits that fuel his passion and ambition.
A typical day for Hernandez begins with prayer, followed by generous amounts of coffee. His work hours from 9 AM to 6 PM are dedicated to GIGIL, where he juggles calls and client interactions, taking a break for lunch with his family. Married for 15 years with three children, he prioritizes quality time with his loved ones, often inviting them to visit his office whenever possible. Evenings include dinner with his family, followed by performances with either 6cyclemind or Moonstar88. To unwind, he and his wife enjoy playing Mobile Legends together. He also ensures a balanced life with weekly date nights, family days, and an annual international vacation. Health and fitness are also key priorities, with family bike rides being a regular activity.
Despite his demanding schedule, Hernandez frequently travels for both work and music. The trade-off? Sleep—often getting no more than four hours a night. But his passion for both careers makes the sacrifice worthwhile. The appreciation he receives from fans and clients serves as motivation to keep pushing forward.
Beyond his dual careers in music and advertising, Hernandez is committed to fostering opportunities for his peers. In 2018, he launched The Indierectory, a platform designed to connect independent advertising professionals and freelancers with agencies and businesses seeking creative talent. His goal is to expand opportunities for Filipino freelancers, eventually scaling the initiative to a global level.
In 2010, he also introduced Lakihan mo Logo (“Make the Logo Bigger”), which he describes as “a commercial break for people making commercials.” This concert series features bands composed of advertising professionals, offering them a creative escape from the pressures of their industry. Interestingly, Hernandez once considered stepping away from music to focus on his advertising career but ultimately found a way to blend both worlds. Since its inception, Lakihan mo Logo has hosted 58 concerts, with some participants securing recording deals. He has also organized 12 “Rockovery” benefit concerts to support advertising professionals facing serious medical challenges.
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Now 40, Hernandez envisions retiring within the next 15 years. However, given his reputation for being “tireless,” “always switched on,” and “committed to doing great work,” stepping away from his dynamic career may be more unexpected than his ability to balance it all. With his expertise in time management and prioritization, audiences can anticipate more groundbreaking ad campaigns and unforgettable music. Whether fans recognize him as the guitarist of 6cyclemind, the guitarist of Moonstar88, or the co-founder of GIGIL, one thing remains certain—Herbert Hernandez is dedicated to excelling in every role he takes on.
