At the dawn of the 2000s, the alternative rock/pop ensemble 6cyclemind surged to fame in the Philippines, swiftly capturing the spotlight. After a successful era marked by nearly a decade of tours and albums, the group underwent a revamp, welcoming the seasoned lead guitarist Herbert Hernandez. Known for his foundational role in Moonstar88, Hernandez not only plays with them as the lead guitarist and songwriter but also juggles performances with both bands. Despite his bustling schedule, music is not his only professional endeavor. Alongside his band commitments, Hernandez teamed up with Badong Abesamis to establish GIGIL, a globally recognized independent advertising agency. His ability to balance these demanding roles showcases his remarkable versatility and dedication.
Herbert Hernandez’s evenings may be filled with music tours and performances, yet his daytime hours are packed with client meetings, strategy alignments, and presentations, serving both local and international clients in the advertising world. Equally skilled in the visual arts as in music, Hernandez leverages his myriad talents across various passionate pursuits that drive and fulfill him.
His daily routine kicks off with a prayer and plenty of coffee. From 9 to 6, he’s deeply engaged at GIGIL, managing calls and meetings, with a cherished lunch break spent with his family. Married for 15 years and a father to three children, Hernandez ensures family time is sacred, regularly integrating his children into his work environment to bridge their worlds. Evenings are typically spent sharing meals with his family and possibly playing gigs with 6cyclemind or Moonstar88. Each day winds down with Hernandez playing Mobile Legends with his wife, fostering their bond.
Herbert Hernandez also dedicates time for a weekly date night, and a family day, and plans for an annual international vacation to strengthen family ties. Frequent family bike rides and a focus on health are also part of their lifestyle, illustrating his commitment to maintaining a balanced, enriching family life amidst his bustling schedule.
Herbert Hernandez’s lifestyle involves considerable travel. Often, what’s compromised is his sleep; on many nights, he manages to get just four hours. Yet, Hernandez accepts this trade-off with grace, fueled by his dual passions in advertising and music. The encouragement he receives from both fans and clients provides the motivation needed to continue thriving.
In addition to his established roles, Hernandez is also dedicated to fostering growth within his fields. In 2018, he launched The Indierectory, an initiative aimed at empowering advertising independents and freelancers. This platform allows them to present their work to potential employers directly. Driven by a desire to support Filipino independent talents, Hernandez aspires to facilitate their connection with lucrative opportunities, eventually on an international scale.
In 2010, Herbert Hernandez launched “Lakihan mo Logo” (“Make the Logo Bigger”), which he humorously refers to as “a commercial break for people making commercials.” This unique concert series showcases bands composed of talent from Manila-based advertising agencies, aiming to provide a creative release from the pressures of the advertising world. Hernandez, who nearly abandoned his music pursuits for his advertising career, now extends this creative escape to his peers. Since its inception, “Lakihan mo Logo” has hosted 58 concerts, with some participants even securing recording contracts. Additionally, Hernandez organized 12 “Rockovery” concerts, and fundraising events to support seriously ill individuals within the advertising community.
Now at the age of 40, Herbert Hernandez is contemplating retirement within the next 15 years. Renowned for his“tireless,” “always switched on,” and “committed to doing great work,” many would find it more surprising to see him retire than continue to master his multifaceted roles. As a maestro of time management and prioritization, fans can look forward to more groundbreaking advertising campaigns and stellar musical performances from this versatile artist. Known variously as the guitarist for 6cyclemind, Moonstar88, or the co-founder of GIGIL, Hernandez is committed to excelling in every capacity he is recognized for, dedicating each day to being the best in all his endeavors.