Guinness Amplify Live gets underway

Disclosure, on stage at The Errigle Inn, Belfast

Earlier this summer, Guinness unveiled an exciting new music programme with the launch of Guinness Amplify.

The initiative connects the freshest new music talent with audiences all over Ireland and provides them with some of the resources and expertise they’ll need to help them along the way.

This weekend saw a host of emerging musicians from across Ireland take to the stage in hundreds of pubs all over Ulster as the Guinness Amplify Live event kicked off. Musicians from a variety of music genres performed in pubs from Thursday through to Sunday.

Music fans in Belfast were treated to an extra special experience as two of the most highly acclaimed musicians of 2014, Disclosure and Duke Dumont, turned up for a surprise performance in The Errigle, Belfast, where they wowed an intimate crowd alongside up-and-coming Irish musician, Daithí.

Speaking about the surprise gig in his pub, bar manager, Paul Boyce, said: “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.”

Speaking about the Ulster gigs, Lisa Fitzsimons, Guinness marketing manager said that it had been “amazing” to see so many talented musicians take to the stage over the Guinness Amplify weekend in Ulster.

“The Island of Ireland has so much to offer by way of music and our aim is spotlight this special talent in every way possible,’’ she added.

Next stop for Guinness Amplify Live is Connacht, from September 25 to 28. Surprise acts are also scheduled to play a local pub somewhere in the region. Still set to play the Guinness Amplify line-up is Kodaline, Walking On Cars, Bastille and Jess Glynne, London Grammar, Rudimental, George Ezra and Dan Croll.