Herbert Hernandez: Triple-Threat Performer and Industry Leader

In the early 2000s, the alternative rock/pop band 6cyclemind quickly gained popularity in the Philippines. With their rapid rise, they established themselves as a powerhouse in the music scene. After almost a decade of making music and touring, 6cyclemind experienced some lineup shifts, and established guitarist Herbert Hernandez joined the band. Prior to this, he had founded Moonstar88, where he continues to perform as both lead guitarist and songwriter. Balancing two major bands would seem like a full plate for most, but Hernandez takes it all in stride. In fact, being a rock star isn’t even his main occupation. Beyond his musical commitments, Hernandez co-founded GIGIL, an internationally recognized independent advertising agency, alongside his partner Badong Abesamis.

Though many of his nights are devoted to music performances, Hernandez’s days are filled with meetings, alignments, and presentations for both local and global advertising clients. Equally talented in the visual arts and music, Hernandez spends his days pursuing passions that inspire and challenge him.

Hernandez’s typical day begins with a prayer and plenty of coffee. He dedicates his 9-to-6 hours to GIGIL, juggling client calls and meetings, while taking time out for a family lunch. Married for 15 years, Hernandez and his wife share three children, and he prioritizes family time daily. Whenever possible, he invites his kids to the office to give them a glimpse of his professional world. After his workday, he enjoys dinner with family, often followed by a performance with either 6cyclemind or Moonstar88. Hernandez likes to end his day playing Mobile Legends with his wife. He also commits to a weekly date night, a weekly family day, and an annual international family vacation, with frequent family bike rides to promote their health.

With a life filled with work, family, and travel, sleep is often the first sacrifice. Many nights, he manages only four hours. Yet, his love for both careers keeps him motivated. The support and appreciation he receives from fans and clients give him the encouragement to keep going.

In addition to his roles in music and advertising, Herbert Hernandez is dedicated to creating opportunities for others in his field. In 2018, he founded The Indierectory, a platform where freelance advertising professionals and independents can showcase their work to potential clients. Hernandez is committed to connecting Filipino talent with paid opportunities, aiming to expand this support globally.

In 2010, he also launched Lakihan mo Logo (“Make the Logo Bigger”), a concert series featuring Manila-based ad agency bands. Designed as a creative outlet for advertising professionals, it offers them a break from their demanding work. Hernandez, who once almost gave up music to focus on his advertising career, now provides a similar outlet for others. Since its inception, Lakihan mo Logo has held 58 concerts, and some of the performers have gone on to secure recording deals. Hernandez has also organized 12 “Rockovery” concerts to raise funds for seriously ill advertising professionals.

Now at 40, Herbert Hernandez hopes to retire within the next 15 years. Described as “tireless,” “always switched on,” and “committed to doing great work,” Hernandez is likely to surprise many if he actually slows down. A master of time management, he continues to deliver innovative ad campaigns and memorable music. Whether you know Herbert Hernandez as the guitarist for 6cyclemind, the guitarist for Moonstar88, or the co-founder of GIGIL, you can be sure he’s committed to excellence in each role he plays.