MTN Nigeria has deepened its youth engagement strategy with the conclusion of a 100-hour immersive cultural and innovation experience in Lagos, as it launched the “Live It 100” campaign at the National Stadium, Surulere.
The event, which formed the pilot edition of The Gathering on 100, ran continuously for 100 hours and brought together thousands of young Nigerians across music, sports, gaming, and startup innovation in what organisers described as a coordinated experiment in youth-led cultural expression and economic creativity.
Rather than a conventional corporate sponsorship model, MTN positioned itself as an enabler of the platform, allowing the programming and energy of the event to be largely driven by participants. The company framed its role as providing infrastructure and support, while the youth community shaped the content and direction of the experience.
At the closing stage of the programme, MTN and event organisers formally unveiled the “Live It 100” message as the defining narrative of the initiative, signalling what the company described as a long-term commitment to youth-driven platforms that combine culture, innovation and entrepreneurship.
Chief Executive Officer of MTN Nigeria, Karl Toriola, said the experience demonstrated the scale of creativity within Nigeria’s youth population and reinforced the company’s intent to reposition its role in youth engagement.
“The energy we have witnessed here in Surulere over the past 100 hours is proof of the unstoppable spirit of the Nigerian youth,” he said. “Our strategic intent was to position MTN as the critical engine behind this vibrant youth movement, ensuring the brand is seen as an enabler, not an intruder. The Gathering is the fire; MTN is the oxygen. ‘Live It 100’ is our commitment to powering the platform where the conversation happens.”
A central feature of the programme was a pitchathon session that provided startup founders with the opportunity to present working products in front of a live audience, judges and potential investors. The format was designed to be less formal than traditional corporate pitch events, with organisers encouraging direct interaction between founders and stakeholders in real time.
Chief Marketing Officer of MTN Nigeria, Onyinye Ikenna-Emeka, said the structure of the event reflected a shift in how corporate organisations engage with younger audiences.
“The ideas and partnerships formed over these 100 hours show exactly what happens when corporate Nigeria is finally listening to young Nigerians,” she said. “We recognise that traditional business engagement doesn’t always work for this generation, which is why we empowered the youth to lead.”
Throughout the 100-hour period, the National Stadium precinct hosted a continuous rotation of activities spanning live music performances, esports competitions, creative workshops, and networking sessions. Attendance remained high across multiple days, with participants rotating in and out of sessions in what organisers described as a “non-stop cultural loop”.
The Lagos event also highlighted growing interest in hybrid spaces that combine entertainment with innovation and entrepreneurship, as startups used the platform to test ideas, gather feedback and connect with potential investors in real time.
MTN said it plans to expand the “Live It 100” platform beyond the pilot phase, with further editions expected to explore deeper intersections between culture, technology and youth economic participation.
As the 100-hour showcase concluded, the telecoms group reiterated its positioning of the initiative as a long-term engagement strategy rather than a one-off activation, signalling continued investment in youth-led innovation ecosystems across Nigeria.
