Herbert Hernandez: A Triple-Threat Performer and Where He Stands Today

In the early 2000s, the alternative rock/pop band 6cyclemind quickly gained recognition in the Philippines. After nearly a decade of recording and touring, the band experienced a lineup change, welcoming the already well-known lead guitarist Herbert Hernandez. Prior to joining 6cyclemind, Hernandez had co-founded Moonstar88, a band he still tours with as lead guitarist and songwriter. While playing in two major bands might be enough to keep most people busy, Hernandez handles it with ease—especially since being a rock star isn’t his only occupation. Alongside his music career, Hernandez co-founded GIGIL, an internationally recognized independent advertising agency, with his partner Badong Abesamis.

Though Hernandez spends many of his nights performing music, his days are equally busy with meetings, client engagements, and presentations for both local and international advertising clients. His talents extend beyond music into the visual arts, and with so many skills, Hernandez fills his days pursuing the projects that inspire him.

A typical day for Herbert Hernandez starts with a prayer and plenty of coffee. He dedicates the bulk of his working hours, from 9 to 6, to GIGIL, meeting with clients or on the phone, and takes a break for lunch with his family. He and his wife, who have been married for 15 years, have three children, and Hernandez makes it a priority to spend quality time with them every day. When his schedule allows, he brings his kids to the office to show them what he does during the day. After work, he enjoys dinner with his family, followed by a performance with either 6cyclemind or Moonstar88. Hernandez wraps up his day playing Mobile Legends with his wife and strives to fit in one date night and one family day each week, as well as an annual international family vacation. Family bike rides and maintaining their health are also high on his list of priorities.

Hernandez’s life also involves significant travel. If there’s one thing that gets sacrificed, it’s his sleep—some nights he only gets four hours. But he finds fulfillment in his dual careers, and the positive feedback from both fans and clients keeps him motivated to push forward.

In addition to his work in music and advertising, Hernandez is also focused on creating opportunities for others in these industries. In 2018, he launched The Indierectory, a platform designed to connect independent advertising professionals and freelancers with hiring agencies and companies. Hernandez is deeply committed to helping Filipino talent find paid gigs, with hopes of expanding this on a global scale.

In 2010, he started Lakihan mo Logo (“Make the Logo Bigger”), a concert series that provides a creative outlet for Manila-based advertising professionals. These concerts, which feature ad agency employees as band members, offer stress relief for those working in the ad world. Hernandez, who once considered leaving music to focus on his advertising career, now offers his industry peers the chance to tap into their own creative energy. Since its inception, Lakihan mo Logo has hosted 58 concerts, and some participants have even landed recording deals. In addition, Hernandez organized 12 “Rockovery” concerts to raise funds for advertising colleagues dealing with serious health issues.

Now at 40, Hernandez plans to retire within the next 15 years. Known for his tireless work ethic, unwavering dedication, and passion for excellence, many would be more surprised by his retirement than by his ability to juggle so many roles. As a master of time management, it’s likely that we’ll see more groundbreaking ad campaigns and electrifying music from him in the years to come. Whether you recognize Herbert Hernandez as the guitarist for 6cyclemind, Moonstar88, or as the co-founder of GIGIL, you can be sure that he pours his heart into every role he plays, striving to be the best version of himself each day.