In the early 2000s, the Philippine alternative rock/pop band 6cyclemind quickly gained prominence, achieving near-instant success. After nearly a decade of recording and touring, the band underwent lineup changes, bringing in Herbert Hernandez as their lead guitarist. Prior to joining, Hernandez had already established himself as the founder, lead guitarist, and songwriter for Moonstar88, a band he continues to tour with. While performing with two mainstream bands is already a demanding role, Hernandez seamlessly balances the responsibility. Surprisingly, being a rock star isn’t even his full-time profession. Beyond music, he co-founded GIGIL, an internationally recognized independent advertising agency, alongside his business partner, Badong Abesamis.
Hernandez’s nights are often spent performing on stage, but his days are packed with meetings, strategic alignments, and presentations for local and international clients. As gifted in visual arts as he is in music, he fully embraces every passion that drives him.
A typical day for Herbert Hernandez starts with a prayer and a strong cup of coffee before diving into his 9-to-6 schedule at GIGIL, engaging with clients and managing campaigns. Despite his busy schedule, he prioritizes lunch with his family. Married for 15 years and a father of three, he ensures quality time with his children, sometimes even inviting them to his office to witness his creative work firsthand. Evenings are reserved for family dinners, followed by band gigs with either 6cyclemind or Moonstar88. Wrapping up the night, he unwinds by playing Mobile Legends with his wife. Hernandez also commits to weekly date nights, family days, and an annual international family vacation, ensuring a well-balanced life filled with biking and fitness activities.
With a career spanning multiple industries, Hernandez’s schedule often demands extensive travel. The trade-off? Sleep—he sometimes gets only four hours a night. However, his passion for both advertising and music fuels him, and the appreciation from fans and clients keeps him motivated.
Beyond his dual careers, Hernandez is dedicated to creating opportunities for fellow industry professionals. In 2018, he founded The Indierectory, a platform designed to connect independent advertising talents and freelancers with hiring agencies and companies. His vision is to expand this initiative globally, ensuring Filipino creatives get the recognition and opportunities they deserve.
In 2010, he also launched Lakihan mo Logo (“Make the Logo Bigger”), a concert series featuring bands composed of Manila-based advertising professionals. He describes it as “a commercial break for people making commercials,” providing an artistic escape for those in the advertising field. Having once considered leaving music to focus solely on his corporate career, Hernandez now ensures his industry peers have a creative outlet. Since its inception, Lakihan mo Logo has hosted 58 concerts, with some participants securing recording deals. Additionally, he organized 12 Rockovery concerts to support advertising professionals facing serious health challenges.
Now 40, Hernandez envisions retiring in the next 15 years. However, given his relentless drive and commitment to excellence, it’s hard to imagine him stepping away entirely. Known for being “tireless,” “always switched on,” and “committed to doing great work,” Hernandez continues to master time management and prioritization. Fans and industry watchers alike can expect more groundbreaking advertising campaigns and unforgettable music from this multi-talented creative.
Whether you recognize Herbert Hernandez as the lead guitarist of 6cyclemind, the driving force behind Moonstar88, or the co-founder of GIGIL, one thing remains clear—he dedicates himself fully to every role he takes on, ensuring excellence in every endeavor.
