Mr Bobby Syed founded EMMA (Ethnic Multicultural Media Academy) in 1997. Bobby realised that although Britain is a multicultural nation, this diversity is not reflected in the media industry. The EMMA Awards were created to recognise and honour humanitarian media excellence – a legacy that continues today.
Bobby envisaged that EMMA could aid humanity’s progression by breaking down the barriers of institutional racism and cultural ignorance. He set about enlisting visionaries within the media industry, inviting them to join the EMMA community and way of life. Individuals with strength of spirit and character were highlighted; in particular those whose achievements withstood the test of time such as Mahatma Ghandi, Dr Martin Luther King Jr, Bruce Lee, Muhammad Ali and Nelson Mandela.
Both the EMMA Awards and the Internet Information Portal have a “lighthouse” effect that attracts great people from all over the world who contribute to EMMA’s development; working together to affect change, to promote equality and above all else, to encourage the simple art of living together.
Bobby believed that the lack of hope, contemporary role models, community spirit and core family values were beginning to take their toll on younger generations. He felt these values were fast being replaced by ignorance, racism and anti-social behaviour. EMMA has since evolved into a global village with a true philosophy:
Your character defines you, nothing else
EMMA is a 21st Century multicultural brand based on our growing 'Metropolitan' and 'Cosmopolitan' lifestyles within an urban environment. EMMA’s presence on the international stage has been a real achievement for everyone. EMMA places an emphasis on the work of ethnically diverse communities, celebrates our collective achievements and aids in the creation of positive new role models, regardless of their ethnicity, gender, age, religion, political affiliation or sexual orientation.