MTN Nigeria has launched Live It 100, a major youth-focused campaign using music, innovation, gaming, business and entertainment to support young Nigerians.
The campaign was introduced through a partnership with youth platform The Gathering and featured a 100-hour non-stop experience at the National Stadium in Surulere, Lagos.
The event ran from April 22 to 26, 2026.
Unlike many corporate events focused on branding and celebrity appearances, Live It 100 centred on youth participation, creativity, networking and innovation.
Thousands of young Nigerians attended in person, while millions followed online through digital platforms and social media.
Startups, Funding And Innovation
The event brought together music lovers, gamers, podcasters, creators, entrepreneurs and innovators in a safe space designed to connect young people.
One of the biggest highlights was a startup pitch competition where 30 young businesses presented their ideas for funding.
MTN Nigeria awarded a total of ₦45 million to selected youth-led startups in health technology, fintech, education and the creative industry.
HubPharm Africa emerged as the top winner, receiving ₦15 million.
Other businesses including Coconoto Ltd. and Rava Send also secured funding support.
MTN Nigeria CEO, Karl Toriola, said the company wanted to create opportunities for young people rather than dominate the spotlight.
“The Gathering is the fire; MTN is the oxygen,” he said.
He noted that the company’s role was to provide support, platforms and opportunities for young Nigerians to thrive.
New Way For Brands To Engage Youth
Chief Marketing Officer, Onyinye Ikenna-Emeka, said the campaign reflects a new direction in how brands engage with young people.
“The ideas and partnerships formed over these 100 hours show exactly what happens when corporate Nigeria is finally listening to young Nigerians,” she explained.
She added that traditional business engagement does not always work for this generation, which is why they empowered the youth to lead.
The initiative shows a shift in corporate strategy, where brands now focus more on empowering communities and creating meaningful experiences instead of relying only on advertisements.
With a large share of Nigeria’s population made up of young people, campaigns like Live It 100 could support entrepreneurship and youth-driven economic growth.
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