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Guinness Launches Amplify To Replace Arthur’s Day

Guinness announced today that it has decided to discontinue Arthur’s Day in favour of Guinness Amplify, a major new programme to support emerging musical talent in Ireland.

Arthur's Day – held annually every September for the last five years – proved highly popular but controversial, with some commentators claiming it promoted excessive alcohol consumption.

Guinness’ efforts will now be transferred to its newest venture, Amplify, a major endeavour aimed at cultivating Ireland’s emerging crop of musicians.

Aspiring musicians from across the country will be in with the chance to participate in workshops to help them hone their musical talent and can win the opportunity to share a stage with some of the biggest names in music.

The programme will comprise four tenets: Guinness Amplify Live (five weekends of gigs in pubs across the country kicking off on September 11 and featuring surprise performances from well-known artists), Guinness Amplify studios (artists who impressed the judges with their live performances will get the opportunity to record their work in studio), Guinness Amplify Workshops (workshops taking place nationwide with expert musicians and industry experts) and Guinness Amplify Live Stages (the five artists who have impressed the judges the most will get the chance to perform live at some of Ireland’s most prestigious venues).

© 2014 - Checkout Magazine by Conor William O’Brien

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