AMEG comprises of Agriculturists, Media Practitioners and Entertainers mainly from Sierra Leone who has the conviction that agriculture, multimedia and entertainment can be used as a significant tool for effecting social and economic change and promoting sustainable employment for the informal sector that holds 70% Sierra Leone’s young population. The idea was born by Emmanuel Lavalie a farmer, media practitioner and entertainment guru with over 8 years of experience and academic qualification
Throughout history, agriculture and entertainment have been a vehicle for enacting economic and social change in the world. In some cases, songs, films and fashion are use in response to historical events or social movements that the artists experienced or learnt through research. In other cases, songs and films are responsible for initiating a shift in a society’s beliefs and assumptions. In both situations, songs, films and fashion can provide an illustration of the artist using his or her art to actively participate in the democratic principles, conflict transformation and peace-building and to bring about positive socioeconomic change into the society. When a song or film moves listeners and viewers emotionally around an issue, it can build community and activism like no other medium. AMEG thrives on leveraging the power of entertainment and agriculture to activate socially and economically conscious youths and help them become a force for social and economic change and sustainable employers. We are also witnessing an unprecedented confluence of multimedia, youth consciousness and socioeconomic activism, making this perhaps the most opportune time in history to effect positive economic and social change through entertainment, multimedia and agriculture.