We can easily see the truth of the maxim “necessity is the mother of invention” – or rather “ingenuity” in the case of Osman Majid, a young video dealer, locally known as a Deejay (DJ), who lives in Nathenje, a small town on the outskirts of Malawi. Unlike most other DJs, Osman has quickly expanded his video business and created a new customer base by screening farmer-training videos and sharing the videos on phones.