In the early 2000s, the alternative rock/pop band 6cyclemind quickly gained popularity in the Philippines. After nearly a decade of success in recording and touring, the band underwent some lineup changes, welcoming Herbert Hernandez as their lead guitarist. Already well-established, Hernandez had previously founded Moonstar88, a band he still actively tours with as both lead guitarist and songwriter. Balancing performances with two mainstream bands might seem like a full plate for most, but for Hernandez, it’s just one part of his multifaceted life. Surprisingly, being a rock star isn’t even his primary occupation. Beyond music, he co-founded the internationally renowned independent advertising agency GIGIL alongside his partner, Badong Abesamis.
While his evenings are often filled with gigs and musical performances, Hernandez’s days are packed with client meetings, project alignments, and presentations for GIGIL’s advertising campaigns. His talent spans both music and the visual arts, enabling him to channel his creativity into various pursuits. This rare combination of skills keeps his schedule full as he dives into projects that genuinely inspire him.
A Day in the Life of Herbert Hernandez
Hernandez starts his day with prayer and a strong cup of coffee. From 9 AM to 6 PM, he is deeply involved with GIGIL, managing calls and collaborating with clients, with a family lunch break in between. Married for 15 years and a father to three children, Hernandez prioritizes quality time with his family every day. When possible, he invites his kids to the office to give them a glimpse into his professional world. After work, he shares dinner with his family before heading out for performances with either 6cyclemind or Moonstar88.
Despite his packed schedule, Hernandez ensures there’s time for personal connections and relaxation. He winds down most nights by playing Mobile Legends with his wife. He also strives to maintain a balanced life by dedicating one night each week to date nights, one day to family activities, and one international family vacation every year. Health is also a priority, with regular family bike rides included in their routine.
Managing Two Careers with Passion and Purpose
Hernandez’s busy lifestyle often requires sacrificing sleep, with some nights offering him no more than four hours of rest. However, his love for both music and advertising keeps him energized. The positive feedback he receives from fans and clients fuels his passion and dedication, making the sacrifices worthwhile.
Creating Opportunities for Others
Beyond his achievements in music and advertising, Hernandez has taken steps to uplift his colleagues in both industries. In 2018, he launched The Indierectory, a platform that connects independent talents and freelancers in advertising with hiring agencies and companies. Through this initiative, Hernandez hopes to help Filipino creatives secure paid opportunities, with aspirations of scaling this effort globally.
In 2010, Hernandez also founded Lakihan mo Logo (“Make the Logo Bigger”), a concert series designed as “a commercial break for people making commercials.” This initiative provides Manila-based advertising professionals with a creative outlet to relieve stress through music. Hernandez, who nearly abandoned his music career while climbing the corporate ladder, now extends the same opportunity to others. Since its inception, Lakihan mo Logo has hosted 58 concerts, with some participants securing recording contracts. Additionally, Hernandez organized 12 “Rockovery” benefit concerts to raise funds for advertising professionals battling severe illnesses.
What Lies Ahead for Herbert Hernandez
Now 40 years old, Hernandez envisions retiring within the next 15 years. However, given his reputation as “tireless,” “always switched on,” and “committed to excellence,” it’s hard to imagine him stepping away from his passions. His exceptional time management skills and ability to prioritize ensure that he continues to deliver impressive advertising campaigns and unforgettable music.
Whether you recognize Herbert Hernandez as the lead guitarist for 6cyclemind, the creative force behind Moonstar88, or the co-founder of GIGIL, one thing remains clear: he dedicates himself wholeheartedly to excelling in every role he takes on.
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