Guinness Amplify: Music Made of More takes Malaysia by storm with a 7-week campaign championing Malaysian artists with talent, passion, and dedication to their craft
KUALA LUMPUR, Malaysia, Dec. 10, 2014 /PRNewswire/ –GUINNESS® Malaysia recently celebrated the successful completion of Guinness Amplify: Music Made of More, a brand new music platform from the iconic black brew. Focused on championing musicians who are "Made of More" — those with the drive, passion, and talent to play their hearts out every week for the sheer love of sharing their music — Guinness Amplify treated thousands of music fans across Malaysia to a live music campaign on a scale never-before-seen in the country.
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Thousands of music fans from across Malaysia turned up to see Canadian band MAGIC! close off the 2014 Guinness Amplify campaign at the Finale Show in KL Live, Kuala Lumpur
Malaysian rockers Kyoto Protocol treating fans to a rare acoustic set during their gig at Guinness Amplify: Music Made of More
14 of Malaysia’s most talented artists, including hippie-beach pop trio Jumero (pictured) took part in the 7-week campaign
Supporting the local acts were international stars including Canadian band MAGIC!, known for their smash-hit single ‘Rude’.
The 7-week campaign saw a free-admission live show every weekend at various locations across the country, featuring some of Malaysia’s most talented local artists and supported by international stars. Capping the campaign off was a spectacular Finale Show featuring Canadian stars MAGIC!, known for their smash-hit debut single "Rude".
The acts involved in Guinness Amplify covered a diverse range of genres; from the relentless, guitar-driven hard rock of An Honest Mistake, to the dulcet tones of Bihzhu’s "Heart Music", music fans all over the country have found something which speaks to their soul. The campaign has featured some of the biggest names in the Malaysian scene, such as Kyoto Protocol and Paperplane Pursuit, as well as giving relative newcomers, like acoustic ‘hippie beach pop’ trio Jumero, a chance to shine.
"Playing at Guinness Amplify has been incredible for us — we’re only really starting out, and the chance to get on stage and share our music with hundreds of people is fantastic." says Jared Lim, frontman and guitarist of Jumero, "And it’s opened doors for us as well — through Guinness Amplify we’ve met a lot of great people in the industry, and we’ve got a couple of big shows lined up now — including a pretty major music festival. It’s been an amazing experience." he adds.
Bringing music back to its roots at the place where it began for many of its icons — the pub — Guinness Amplify continued the long-standing partnership of great beer, great music, and a great atmosphere.
While the Finale Show at KL Live was on a grand scale, the majority of the gigs on the Guinness Amplify Live Tour have been at smaller, more intimate venues — allowing the acts and their audience to get up close and personal and share together in the magic.
This intimate atmosphere was something that struck a chord with Gael Oliveres, keyboard player from local legends Kyoto Protocol, "You know, we started out by playing gigs in these tiny little venues, playing only to a handful of people. It’s at shows like those that you find out just who you are as a band. We’ve been lucky enough to land a lot of big shows lately — festivals, TV shows, opening for massive international acts, and we’ve just come back from a tour to Japan — but playing these intimate Guinness Amplify gigs has been something really special. It feels like coming home."
Music fans agree that Guinness Amplify has helped to raise the profile of the local music scene, reinvigorating it and showing the masses that Malaysia has world-class musical talent on its doorstep.
"I never used to go to gigs much," says Guinness fan Christopher, "Only when there was some big act from the US or UK coming over to play a show. I heard about the Amplify campaign, and as I’m a big fan of Guinness I thought I’d try it out even though I didn’t know all the bands in the lineup. I’m glad I did, the music was great and I enjoyed the show so much I brought my friends to the next one the following week!"
That’s something that Bruce Dallas, Marketing Director of Guinness Anchor Berhad, is incredibly proud of,
"We knew when we started Guinness Amplify that there was a real appetite for local music here in Malaysia, but there just wasn’t the platform for many of our local acts to get themselves out there. With Guinness Amplify, we’ve managed to build this platform and helped to bring musicians and music fans together in a celebration of their talent, passion, and dedication."
"The response to the campaign has been absolutely phenomenal," he adds, "We’ve had hundreds of music fans turning up at every gig, and it just kept getting bigger as word of mouth spread. Malaysians are waking up to the fact that their local acts have the ability to stand toe-to-toe with artists from across the world, and it’s been great for GUINNESS® to be a part of that."
And the brand’s plan for the future?
"Well," says Bruce with a knowing smile, "We’ll just have to wait and see. We’ve sown the seeds of something extraordinary with Guinness Amplify, and we’re all looking forward to seeing how it grows."
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About Guinness Anchor Berhad (GAB)
GAB with its portfolio of iconic international brands, is the leading brewer in Malaysia. GAB brews, markets and distributes:
- Award-winning no.1 international Asian beer TIGER BEER, and its double refreshing variant TIGER RADLER;
- The world’s No 1 stout GUINNESS;
- The world’s No 1 international premium beer HEINEKEN;
- The all-time local favourite ANCHOR SMOOTH and its strong beer variant ANCHOR STRONG;
- The premium Irish ale KILKENNY;
- The real Shandy ANGLIA;
GAB also produces the wholesome, premium quality non-alcoholic MALTA. GAB’s brand portfolio also includes the UK’s bestselling cider STRONGBOW, the no.1 German wheat beer PAULANER, Japan’s no. 1 100% malt beer KIRIN ICHIBAN and the world’s No. 1 Ready-To-Drink alcoholic beverage SMIRNOFF ICE.
Listed on the Main Market of Bursa Malaysia, GAB’s principal shareholder is GAPL Pte Ltd based in Singapore. GAPL Pte Ltd is a joint venture company whose ultimate owners are Diageo PLC, a company incorporated in England and Wales, and Heineken Asia Pacific Pte. Ltd., a company incorporated in Singapore, which in turn is also a subsidiary of Heineken NV. Guinness Anchor Marketing Sdn Bhd is a 100% owned subsidiary of GAB.
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