Music, arts, and games converged as MTN Nigeria powered the ultimate youth link-up with the Live It 100 Youth Campaign at the National Stadium in Surulere. The Gathering on 100 has officially concluded its pilot edition, closing out 100 continuous hours of culture, creativity, and community engagement. At the climax of the five-day immersive youth experience, MTN Nigeria unveiled the defining message of the movement: “Live It 100.”
The Gathering: A Youth-Driven Movement
The Gathering is a youth-driven community and cultural movement built to bring young Nigerians together to create, connect, and showcase their individuality. Rooted online across Instagram, TikTok, and X, it has grown into a platform where creatives, digital natives, and innovators collaborate to shape culture in real-time. It is built by young Nigerians, for young Nigerians.
100 Hours of Activities at National Stadium
The 100-hour event was held at the National Stadium from April 22 to 26, 2026, featuring activities across entrepreneurship, innovation, fashion, and lifestyle. These included networking sessions, a pitchathon, gaming, movie screenings, tattooing, fashion showcases, and live parties, all curated by the Gatherers as a form of self-expression and to reinforce a sense of ownership within the community.
The event brought together thousands of young Nigerians in a massive convergence of music, sports, gaming, and creative sessions. From watching the sunrise for four consecutive mornings to actively shaping culture in real-time, attendees experienced a shared journey rooted in endurance and expression.
MTN's Partnership Model: Enabling Youth Leadership
Operating under a partnership model rather than a traditional corporate sponsorship, MTN stepped back to let the youth lead. The telco embraced the primary narrative that “The Gathering is the fire; MTN is the oxygen.”
Chief Executive Officer of MTN Nigeria, Karl Toriola, said: “The energy we have witnessed here in Surulere for 100 hours is proof of the unstoppable spirit of the Nigerian youth. 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. We are giving them the autonomy to lead, while we listen.”
Pitchathon: Empowering Startups
A focal point of the event was the high-stakes Pitchathon segment, which provided a structured arena for startups to showcase working products. Rather than a traditional, heavily branded corporate event, the space felt authentic, unscripted, and transparent, allowing founders to interact directly with expert judges, potential investors, and a live audience.
The event recorded consistent engagement across its programming, providing deep insight into the evolving role of youth within Nigeria’s economy. The sustained 100-hour activity highlighted a growing, resilient base of digitally engaged participants who own their lanes and actively create their own opportunities.
