Guinness Launches Guinness Amplify – A Major New Music Programme Supporting Emerging Talent In Ireland

Wednesday, 2nd July, 2014: Earlier today, Guinness unveiled a new and very exciting music programme with the launch of Guinness Amplify. Guinness Amplify will turn up the volume for emerging musicians in Ireland by supporting them as they unlock their full potential. Guinness Amplify will connect the freshest new music talent in Ireland with audiences all over Ireland, as well as providing them with some of the resources and expertise they need to help them along the way.

  • Amazing opportunities for emerging musicans to perform in hundreds of pubs across Ireland
  • The chance to share a stage with some of the biggest names in music
  • 60 free studio days to help bands and musicians further develop
  • A series of free workshops with experts from the world of music

Speaking at the launch, Stephen O’ Kelly, Marketing Director, Guinness said; “Ireland has an incredible music heritage and is recognised all over the world as a hotbed of exceptionally talented musicians. Guinness has a rich tradition of supporting music in Ireland and Guinness Amplify takes this support to a new level. The combination of live performance, promotion, recording time and rehearsal space, as well as the opportunity to learn from experts within the industry, is something that we know can make a real difference in helping musicians to develop. What better way to have your music heard than in a great pub packed with people appreciating the performance, as it unfolds in a live gig”.

The programme has four key components each designed to cater for the different needs of emerging talent.

Guinness Amplify Live, offering the opportunity to perform in hundreds of pubs all over Ireland from Thursday through to Sunday across 5 weekends, kicking off on the 11th September in Leinster and will rotate around Ireland, focusing on a different region each week over the course of the five weekends.

Guinness Amplify Live schedule Date
Leinster 11th September to 14th September, 2014
Ulster 18th September to 21st September, 2014
Connacht 25th September to 28th September, 2014
Munster 2nd October to 5th October, 2014
Dublin 9th October to 12th October, 2014


There will be a few surprises along the way! Once a weekend, over the five weeks of Guinness Amplify Live, some of the biggest names in the music industry will perform surprise gigs in pubs in unknown locations. The line-up of major artists will include Kodaline, Ellie Goulding, Walking On Cars and Daithí. More names will also be announced during the summer.

Guinness Amplify Studios, 60 days of free studio time, will be offered to musicians, as chosen by our expert panel, to record, or rehearse, in studios located around Ireland. In addition, the Guinness Amplify Workshops, a series of intimate music workshops around Ireland will be developed and delivered by First Music Contact and will feature music industry experts. Places at the workshops will be offered to musicians on a first come, first served basis and those interested should log onto for further details.

Speaking at the launch today Kodaline said “There are so many incredibly talented musicians in Ireland who currently don’t have the right support to bring their career to the next level.  Guinness Amplify will help to open doors for so many people through the roadshow of pub gigs around Ireland, providing access to experts in the industry and ultimately helping musicians to fulfil their potential. We know first-hand the hard work that goes into launching a music career and this level of support is invaluable”.

Following months of live performances, studio recording, rehearsal time and workshops, the cream of the crop, as decided by our expert music panel, will get the chance to perform at Guinness Amplify Live Stages – 5 showcase events in some of Ireland’s most renowned music venues in February, 2015.

The Guinness Amplify expert panel includes, David Kitt, Jonny Quinn, Nialler9, Sinead Troy and Stuart Clark all of whom have a wealth of experience to share with emerging talent in Ireland.  These industry experts will decide on which bands will be chosen to avail of the free studio recording time, as well as those who will go through to perform at Guinness Live Stages in February, 2015, following months of performances, studio time and workshops.

Also speaking today, Jonny Quinn, drummer with global sensation, Snow Patrol, and founder of Polar Patrol Publishing, said “This is a great campaign and when I first heard about it, I knew immediately I wanted to be involved.  Finding and fostering new music talent is how Polar Patrol Publishing came about. It’s something I feel passionate about and I look forward to supporting Guinness in their quest to uncover and nurture local and emerging talent in Ireland.”

Full details of the Guinness Amplify programme are available on  Bands and musicians interested in taking part in Guinness Amplify have until July 31st to log on to and upload their details.




Twitter: @GuinnessIreland

Hashtag: #guinnessamplify



David Kitt, Musician and Producer

Having worked in the industry as both a performer and a producer for a good few years now, I understand the challenges facing those starting out. Initiatives like Guinness Amplify give musicians a great platform to get their work out there and more importantly, get their music listened to by a wide audience”.

Biography: David Kitt is an Irish musician/producer that crosses multiple genres.

David’s father and uncles formed a successful touring folk group when he was young so he grew up surrounded by music, and he himself began performing live sets while studying music technology at Trinity College, Dublin. He recorded and mixed the seven tracks of his debut release, Small Moments (Rough Trade), in his bedroom. He has since gone on to release five more LP’s to great acclaim.

His most recent album is The Nightsaver, his sixth LP. The LP is a result of two years of late-night experimentation caught in the reverie of writing and recording in a home studio at the top of a winding staircase somewhere along Dublin’s Grand Canal.

In addition, David has recently released a string of electronic 12″s as New Jackson. He is also a previous member of Tindersticks (on their 2010 ‘Falling Down A Mountain’ album and tour) and is currently a member of David Gray’s touring band.

Jonny Quinn, Drummer with global sensation, Snow Patrol

“This is a great campaign and when I first heard about it, I knew immediately I wanted to be involved.  Finding and fostering new music talent is how Polar Patrol Publishing came about. It’s something I feel passionate about and I look forward to supporting Guinness in their quest to uncover and nurture local and emerging talent in Ireland.

Biography: Jonny Quinn is best known as the drummer of the alternative rock band Snow Patrol. His band was nominated for two MTV music awards in 2007 and to date have released six albums that have sold in excess of 13 million copies. Nominated for both Grammy and Brit awards and winning a prestigious Ivor Novello accolade, he has been responsible for several era-defining singles, including Run, Chocolate, and Chasing Cars.

He has also branched into publishing with a company he shares with Gary and Nathan from the band- Polar Songs. Polar Patrol is a pro-active music publishing service for songwriters, artists and musicians set up by Jonny, Nathan and Gary from Snow Patrol which is run day to day by Steve Farris. Their small team offers a hands-on approach to publishing with the aim of nurturing new song writing talent and artist development. Polar Patrol does not restrict its roster to any particular genre, as Jonny explains “there is no agenda – if it’s good enough and we believe in it 110%, we will sign it.”


Nialler 9 (Niall Byrne), Music Blogger

“Championing great Irish music is a big part of what I do so it’s great to be involved with Guinness Amplify to help further champion and uncover the wealth of Irish music talent. Guinness Amplify is a great opportunity for emerging artists looking to take the next step forward in their music careers”.

Biography:  Niall Byrne is the blogger at the helm of the most-read Irish music blog Nialler9, where he writes about new music. He lives in Dublin, Ireland.

Niall hosts a show on Dublin radio station TXFM every Thursday night at 10pm playing a curated selection of new music. His knowledge of all things music is translated in the Irish Independent’s Insider Magazine in the form of a weekly going out guide and a themed playlist. As a writer, much of his work has an emphasis on digital music trends and culture.

He can also frequently be found DJing around Dublin city or hosting Nialler9 music events.


Sinead Troy, Music Industry Consultant

“The music industry is a tough environment where musicians face a lot of obstacles. Guinness Amplify is offering musicians from all around Ireland the chance to access rehearsal space, studio time and media, to play live in front of new audiences and to educate themselves via initiatives like the music workshops, all of which is invaluable in helping raise their profile and grow their fan base”.

Biography: Sinéad is a multi-hatted music industry expert having worked in various aspects of the music industry both in Ireland and the UK.

In London she worked for record labels in the role of international label management overseeing international releases for a number of prominent artists, and returning to Ireland joined Seminal Merchandising designing and creating tour merchandise for some of the most successful touring acts. She subsequently went solo licensing and releasing numerous records for independent Irish artists, and currently co-manages Cathy Davey. Sinéad set up and runs The Irish Association of Songwriters, Composers and Authors (IASCA). She is very passionate about Irish music and through various projects works to improve the livelihoods of Irish Artists.


Stuart Clark, Deputy Editor, Hot Press Magazine

“Guinness Amplify gives emerging Irish talent the chance to be heard not only by a panel of industry experts but also by a wide audience through the promotion and live gigs.  It’s a great opportunity to bring them to the next level”.

Biography: Stuart Clark is the Deputy Editor of Hot Press and a major contributor to He is also a highly respected broadcaster who contributes widely to radio through his involvement with Hot Press.

Originally a DJ, who gained his first experience on Radio Caroline and The Voice Of Peace, Clark arrived in Ireland in the heyday of pirate radio. He went legit in the early ’90s with Radio Limerick 95FM, when he also started to write a column for the Limerick Tribune. He moved to Dublin in 1990, and has since risen through the ranks at Hot Press to become Deputy Editor.