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Guinness amplify the “Artist's Journey” in new ad

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The latest ad from Guinness, a brand renowned for their zeitgeist defining advertisements, features instrumental post-rock group “And So I Watch You From Afar,” in a spot (below) that aims to promote the globally popular stout brewers' new “Guinness Amplify” project. Amplify seeks to give under-the-radar musicians the extra leg-up they need to take their music to the masses, with acts able to upload their tracks online, where they will be judged by a panel of experts, who will decide which acts they think will benefit most from the project. Those selected will be given free recording time in a professional studio and the resulting tracks will appear on the Guinness Amplify site, where they can be enjoyed by music and beer affectionados alike.

Guinness Amplify – The Artists's Journey

The Amplify project also operates a number of specialist workshops, where some of Ireland's most experienced musicians, producers and experts will share their stories and expertise regarding how to get a foot in the door of the notoriously tough to crack music industry. The aspect of the project promoted in this new ad, however, is the “Amplify Live Stages,” which will consist of a series of live gigs taking place across some of Ireland's most famous music venues in February 2015. The panel will select acts they feel will offer the best live experience and those acts will earn a slot on one of the bills. There are also Live gigs taking place from this Thursday (the 11th of September) until the 12th of October.

The ad tells the simple story of musicians who have struggled against overwhelming adversity in order to make their dreams become a reality

The ad is lent a commanding voiceover from Irish actor Liam Cunningham, better known as “Davos Seaworth” on the phenomenally successful “Game Of Thrones,” and tells the simple story of musicians who have struggled against overwhelming adversity in order to make their dreams become a reality. Rory Friar, guitarist with the Northern Irish rockers, said they “Enjoyed being part of the filming process.” He underlines the fact that “The music industry is basically a joyful slog,” and that It takes a lot of determination and effort, but it is most definitely a worthwhile journey.” Alongside ASIWYFA, who are featured in the ad rocking out in spectacular fashion, and London-based Irish musician “Wife,” who is also featured in the clip, there will be 4 other musical acts featured in a new billboard campaign. Over the five weekends of Amplify Live, there will also be a series of surprise performances in pubs across the country by huge names such as Ellie Goulding, Bastille and Disclosure.

Guinness Africa - #MadeofBlack

This is not the only recent new ad for the brand, as they also recently unveiled the “Made of Black” campaign, which is based around 2 minute spot (above) from AMV BBDO, which features a dazzling array of African performance artists and dancers, soundtracked by the sinister pulse of Kanye West's “Black Skinhead.” Mark Sandy's, global brand director of Guinness, believes the campaign “Is a celebration of an attitude that epitomises individuals who aren’t afraid to truly express themselves,” and that it provides “A stage for those who are an inspiration to others, as they carve their own path with confidence, flair and boldness.” I don't know about that, but it's certainly memorable at least!

Official Guinness Amplify Website

Official Guinness Website

Official AMV BBDO London Website

Benjamin Hiorns is a freelance writer and musician from the UK who is a notorious fan of the black nectar known as Guinness. In fact on Saturday night he might have had a few too many.

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