Guinness have just announced details of its new Amplify initiative, which is designed to support emerging Irish talent.

Acts of every musical hue have until July 31 to log on to GuinnessAmplify.Com where they can upload their music and be considered for one of 500 Amplify Live pub gigs taking place across five weekends in September and October.

Afterwards, the best acts — as selected by judges Stuart Clark (Hot Press), Nialler 9 (blogger/journalist/TXFM DJ), David Kitt (musician), Sinéad Troy (music industry consultant) and Jonny Quinn (musician and publisher) — will be offered free studio time, workshops with industry experts and the chance to perform at five Amplify Live showcase gigs in February next year.

The music at this morning’s 4 Dame Lane launch was supplied by Kodaline who play a special Guinness Amplify show in September. Afterwards they chatted on stage to MC Stuart Clark who also spoke to Jonny Quinn about the Polar Patrol Publishing company he’s set up with his Snow Patrol bandmates Nathan Connolly and Gary Lightbody.

It was confirmed at the event that, after being staged on September 23 for the past five years, there will be no Arthur’s Day.

Check out a full gallery of pictures from the launch here.