MTN Nigeria has launched a major youth-focused campaign known as Live It 100, using music, innovation, gaming, business, and entertainment to support young Nigerians and their growing influence in the digital economy.

The campaign was introduced through a partnership with youth platform, ‘The Gathering’ and featured a 100-hour non-stop experience held at the National Stadium in Surulere, Lagos, from April 22 to 26, 2026.

Unlike many corporate events focused heavily on branding and celebrity appearances, the Live It 100 experience centered more on youth participation, creativity, networking, and innovation.

Thousands of young Nigerians attended the event, while millions followed activities online through digital platforms and social media.

The event brought together music lovers, gamers, podcasters, creators, entrepreneurs, and innovators in what has been described as a safe space designed to connect young people – a movement.

One of the biggest highlights was a startup pitch competition where 30 young businesses presented their ideas for funding and support.

At the end of the competition, MTN Nigeria awarded a total of N45 million to selected youth-led startups operating in sectors such as health technology, fintech, education, and the creative industry.