Mr. Bobby A. Syed founded EMMA (Ethnic Multicultural Media Academy) in 1997. Bobby realized 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 silos 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. The message since EMMA 1997 has been clear: fifty years of multicultural Britain has left its indelible mark. This has sparked a cultural revolution, which has transcended race and class within a growing media industry, reflective of this global dynamism. 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 behavior. EMMA has since evolved into a global village with a true philosophy: Your character defines you, nothing else

• Be proud of who you are
• Follow your dreams
• Respect yourself
• Respect humanity
• Know that when you help others, you are actually helping yourself
• Respect the world you live in