Guinness Launches Its New Music Platform Championing Extraordinary Local Musicians

Just a short sharing on Guinness' latest on-going promotional campaign. Discover their journey, feel their passion, be inspired by their dedication and celebrate their legacy through music. GUINNESS® Amplify shines a brand new light in celebrating musicians ‘Made of More’! Set to be a platform where our extraordinary local musicians showcase their talent alongside international stars, GUINNESS® Amplify: Music Made of More celebrates the remarkable journey of talented, dedicated and passionate musicians - musicians who are Made of More.

Official photo opportunity with Team Guinness Malaysia and Paperplane Pursuit

GUINNESS® Amplify: Music Made of More was revealed in an exclusive media briefing held in Laundry Bar, The Curve in Petaling Jaya today. GUINNESS® fans across the room were on their feet when GUINNESS® announced its new music platform which is about recognizing and celebrating musicians who are ‘Made of More’ – those talented, dedicated, and passionate acts who have put in countless hours of effort for the love of creating music.

GUINNESS® Amplify: Music Made of More will feature 6 incredible live shows in 6 weeks in locations across Peninsular Malaysia, with details of a special grand finale show featuring an international star soon to be revealed. Admission to the 6 shows in the GUINNESS® Amplify Live Tour will be free of charge and on a first-come, first-served basis, and will feature special promos on GUINNESS® throughout the night.

Beautiful Guinness brand ambassador girls at the Guinness Amplify : Music Made of More launch.

Showcasing the talent of 14 of Malaysia’s best acts including Kyoto Protocol, Paperplane Pursuit, OJ Law, Froya, and An Honest Mistake, GUINNESS® Amplify: Music Made of More is set to ignite everyone’s senses in a celebration of talent, passion, and dedication. 

Kicking off the GUINNESS® Amplify Live Tour on Saturday 6th September at The Bee, Publika, will be much-loved US singer-songwriter Howie Day, known for his smash hits ‘Collide’, ‘She Says’, and many more. Howie will be joined on stage by local music heroes Kyoto Protocol and Paperplane Pursuit.

Guests and members of the media were entertained by Paperplane Pursuit

Darren Ashley from Dash made a special performance for the last song for the evening, “Beat Of Your Love”

During the special media briefing session, media learned about the crux of the campaign: providing a platform for talented, passionate, and dedicated musical acts to showcase their art in a celebration of Music Made of More. Attendees were treated to a taste of what the campaign has in store, with special live performances by Paperplane Pursuit and Darren Ashley from Dash, two of the local acts involved in the campaign.

Bruce Dallas, Marketing Director of Guinness Anchor Berhad (far left) and guests at the launch event

“GUINNESS® Amplify: Music Made of More is an expansion of our brand positioning, ‘Made of More’, where we celebrate the talent, dedication and passion of extraordinary musicians. These are musicians who feel so passionate about the music they make, they let nothing stand in their way. They are musicians ‘Made of More’ and we are proud to give them a platform where they can showcase their ability and bring their music to hearts of Malaysians”, said Bruce Dallas, Marketing Director of Guinness Anchor Berhad.

Check out the upcoming schedule

Throughout the campaign in September and October, there will be six shows over six weeks, with a special grand finale show yet to be revealed. The shows will take place at the following venues and dates:

September 6 - The Bee @ Publika, Kuala Lumpur

Kyoto Protocol

Paperplane Pursuit

Howie Day

September 13 - Rabbit Hole @ Changkat, Kuala Lumpur

Jumero

The Marquee

OJ Law

September 20 - Bierhaus @ Austin, Johor

An Honest Mistake

Bihzu

Froya

September 27 - Foley’s @ Oasis Damansara, Petaling Jaya

Tempered Mental

Nick Davis

Dash

October 4 - Soho Gastro Pub @ Precinct 10, Penang

The Endleaves

Froya

Kyoto Protocol

October 11 - Laundry Bar @ The Curve, Petaling Jaya

Halfway Kings

Paperplane Pursuit

They Will Kill Us All

To find out more details and see how you can get your hands on exclusive tickets to the grand finale show, stay tuned to www.amplify.com.my. Join the GUINNESS® Amplify Live Tour, and be a part of this extraordinary journey through Music Made of More.