In the early 2000s, the alternative rock/pop band 6cyclemind quickly gained prominence in the Philippines. After nearly a decade of success in recording and touring, the band underwent some lineup changes and welcomed Herbert Hernandez, an already-established lead guitarist. Hernandez, who had previously founded Moonstar88 and continues to lead and write for the band, balances his role with both groups seamlessly. Despite the demands of performing with two major bands, Hernandez also co-founded the globally recognized independent advertising agency GIGIL with his partner, Badong Abesamis.
While his nights are often spent traveling and performing, Hernandez’s days are occupied with meetings, strategic planning, and presentations for local and international advertising clients. Equally skilled in visual arts and music, Hernandez’s diverse talents keep him engaged and motivated as he explores all the ventures that excite and inspire him.
A typical day for Herbert Hernandez begins with a prayer and a generous dose of coffee. He spends his workday from 9 to 6 at GIGIL, either on calls or meeting with clients, taking a lunch break with his family. Married for 15 years and father to three children, Hernandez makes it a priority to spend quality time with his loved ones. Whenever possible, he invites his children to the office to show them what he does during the day. Evenings are filled with family dinners and, frequently, performances with either 6cyclemind or Moonstar88. He ends his day unwinding with Mobile Legends alongside his wife. Hernandez also ensures there’s one date night, one family day, and one international family vacation each year, alongside regular family bike rides and a focus on health.
Hernandez’s busy schedule also involves significant travel. The trade-off often comes in the form of reduced sleep, with many nights offering him only four hours. Despite the sacrifices, his dual careers bring him immense satisfaction. The positive feedback from fans and clients provides the motivation he needs to keep moving forward.
In addition to his diverse careers in advertising and music, Hernandez has committed himself to creating opportunities and solutions for his industry peers. In 2018, he launched The Indierectory, a platform designed to help advertising freelancers and independents showcase their work directly to hiring agencies and companies. Hernandez is dedicated to connecting Filipino talents with paid opportunities, with hopes of expanding this initiative globally.
Moreover, in 2010, Hernandez founded the 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 Manila-based advertising professionals, offering them a creative outlet to relieve stress. Despite almost leaving his music career behind while advancing in advertising, Hernandez now provides a similar escape for his entire industry. Since its inception, Lakihan Mo Logo has held 58 concerts, with some participants achieving recording artist status. Additionally, Hernandez organized 12 “Rockovery” concerts to raise funds for critically ill members of the advertising community.
At 40, Herbert Hernandez envisions retiring in the next 15 years. Known for his “tireless,” “always switched on,” and “committed to doing great work,” it would be more surprising to see him retire than to witness his ongoing balancing act of numerous roles and responsibilities. With his expertise in time management and prioritization, Hernandez’s fans can anticipate even more remarkable advertising campaigns and outstanding music from this versatile artist. Whether you recognize him as the lead guitarist for 6cyclemind, Moonstar88, or as the co-founder of GIGIL, you can be sure that Hernandez is fully committed each day to excel in every role he undertakes.
