Future Business Models: When brands go beyond endorsements. Part 6: Guiness Amplifiy

AMPLIFY-1

Not just another brand jumping on the music bandwagon, Guiness launched this year an exciting program for young musicians thirsty not only for stout, but for success too. The beer giant put together an exciting program in multiple steps to boost emerging talent in their beloved country of Ireland. Guiness Amplify (which was also organised in two big asian markets, Malaysia and Indonesia) aims to aid these talents gain exposure and reach their full potential with several activites: concerts, studio time, workshops and masterclasses with industry specialists and established artists.

Similarly to Converse, they opened applications online and selected hundreds of Irish acts. Acting as a massive booking agency, they then linked up with hundreds of pubs accross Ireland and organized Guiness Amplifiy Live nights in all these venues, with tens of simultaneous gigs across the country every week during September and October. As a special treat for the pubs and their patrons, several of these events had surprise established headliners such as Bastille, Disclosure, Rudimental, Ellie Goulding, George Ezra and many more. Pub managers, like Paul Boyd couldn’t be more delighted: “What a night! When we heard about Guinness Amplify we really wanted to be part of it, as it benefits both the musicians and the pub but we never thought we’d end up hosting two of the biggest names in music! Having Disclosure, Duke Dumont and Daithí was a very special experience that we will talk about for years to come.”

Guiness Amplify’s panel of music professional then also selected the strongest acts and offered them free professional studio time. All applicants could also all sign-up for workshops and master classes. Finally, in February, the projects best participants will be showcased on some of the countries most iconic venues.

This ambitious operation undoubtedly offers great support and opportunities for emerging artists. The only downside to it is that the young talents supposed to be discovered through this are totally overshadowed by the guest stars on the brand’s Youtube video content, a non-negligible channel when it comes to gaining exposure. Music lovers have to find their way to the Guiness Amplify website to discover the flood of talent. Hopefully, the traction gained to the Youtube channel through the special guests videos will be used to showcase the best talents due to play on the big stages in February.

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