starting out as an art geek and teenage record store nerd in texas, roi hernandez studied music and art before beginning his music business career at sony music. first as a college marketing rep, then as regional art director in dallas followed by merchandising art director in nyc, and finally head of creative for a&m/octone records (a joint venture with interscope/universal music).

after 20 years in the music industry working with all the artists he grew up loving and helping develop future talents, he has ventured out on his own.

electric giant limited is a combination of all the skills learned in those 20 years. package/merch design, marketing, interactive/web development, photography, retouching, videography, editing, animation, and a&r.