Young Nigerians gathered at the National Stadium in Surulere, Lagos recently for a 100-hour youth-focused experience that blended music, gaming, entrepreneurship, technology, and digital culture, reflecting the growing intersection between entertainment and innovation in the country’s youth space.
The event, known as “Live It 100,” was organised through a partnership between MTN Nigeria and youth platform The Gathering and ran from April 22 to 26, drawing thousands of participants and online audiences across social media platforms.
Rather than focusing mainly on celebrity appearances or brand promotion, the gathering revolved around youth participation, collaboration, and startup development. The venue hosted creators, podcasters, gamers, musicians, entrepreneurs, and tech innovators who participated in workshops, networking sessions, performances, and business activities over the five-day event.
One of the major highlights was a startup pitch competition that featured 30 young businesses seeking funding and mentorship opportunities. At the end of the exercise, selected startups received a combined ₦45 million in financial support across sectors including health technology, fintech, education, and the creative industry.
HubPharm Africa emerged as the top recipient with ₦15 million in funding, while businesses such as Coconoto Ltd. and Rava Send also received support.
Speaking during the event, MTN Nigeria CEO, Karl Toriola said the idea behind the initiative was to provide opportunities and platforms for young Nigerians. He described the role of corporate organisations as creating support systems that allow young people and their ideas grow.
Chief Marketing Officer Onyinye Ikenna-Emeka said the event reflected changing approaches in how brands and organisations engage younger audiences, particularly through youth-led collaborations and innovation-driven projects.
