Guinness Releases Powerful New Film Celebrating Creative Bravery

Monday, 25th August, 2014: As part of the Guinness Amplify campaign, Guinness has released an online film which focuses on the journey of the musician entitled, “The Artist’s Journey”.  The film tells the story of artists who have taken the creative plunge, facing daily obstacles and struggles in an attempt to make their dreams a reality. The film was co-produced by the Guinness Western Europe and Guinness Global Brand teams and features a number of bands and musicians including Irish indie sensation ‘And So I Watch You From Afar’ and London based Irish musician, Wife. The voiceover for the film was recorded by Irish actor, Liam Cunningham of Game of Thrones.

“The Artist’s Journey” was shot by the renowned director, Ryan Hope, who has previously worked on multiple high profile brand campaigns including a music video for The Kooks- Around Town track and campaigns for River Island. The film follows musicians as they go about their daily routine of rehearsals, recording and gigs. The music on the film is a track called Devil’s Eyes by Parlour who is another band who features in the film.

Lisa Fitzsimons, Marketing Manager on Guinness said; ‘The Artist’s Journey” is a celebration of the tenacity and creative bravery demonstrated by emerging musicians as they work at their craft in an effort to progress their music careers.  We’ve experienced first-hand the abundance of music talent in Ireland and we are delighted to be in the position to give support to as many of these musicians as possible through the Guinness Amplify campaign. We very much look forward to seeing our Amplify acts play live gigs in September and October. “

Rory Friar, guitarist with ‘And So I Watch You From Afar’ said; ‘‘We enjoyed being part of the filming process. The music industry is basically a joyful slog. It takes a lot of determination and effort but it is most definitely a worthwhile journey.’ ’

‘The Artist’s Journey’ is part of the wider Guinness Amplify music initiative that aims to connect the freshest new music talent 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. Throughout the summer, over 800 bands have uploaded their music to GuinnessAmplify.com for their chance to play live pub gigs in September and October.

The gigs will take place in hundreds of pubs all over Ireland from Thursday through to Sunday across 5 weekends, kicking off on the11th 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:

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

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. To date the line-up includes; Kodaline, Ellie Goulding, Walking On Cars, Daithi, Bastille, Disclosure and Jess Glynne.

The film was co-produced in Ireland and the U.K and will be screened in Ireland and across Asia. Over a 9 month period in Indonesia, emerging talent will play in 300 pubs across the country, with three of the biggest artists in the market performing every month over the same time period.

Malaysia will see local talent playing gigs pubs over 6 weeks culminating in a finale event featuring an international artist, who will be announced in the coming weeks.

All of this is supported by a global partnership with Universal, delivering social content that gives fans unprecedented access to the stories behind the tracks and the artists that are made of more.

To watch Artist Journey see here: https://www.youtube.com/watch?v=IclxdEoVskg

Full details of the Guinness Amplify programme are available on www.guinnessamplify.com