Firm Commits To Youth-Led Innovation, Economic Opportunity

Acknowledging a generational shift in how young Nigerians interact with brands, MTN Nigeria said it is fueling youth-led innovation built on ownership rather than intrusion.

The telco said the approach ties cultural expression to real economic opportunity, creating platforms where young people can create, monetize, and scale ideas on their own terms.

This was stated at the ‘Live It 100’, a new youth empowerment campaign by the Company.
The chief executive officer, MTN Nigeria, Karl Toriola said, “the energy we have witnessed here over the past 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.”

The chief marketing officer, MTN Nigeria, Onyinye Ikenna-Emeka, shared the ideas and partnerships formed over these 100 hours show exactly what happens when corporate Nigeria is finally listening to young Nigerians.”

“We recognise that traditional business engagement does not always work for this generation, which is why we empowered the youth to lead. By supporting The Gathering, we are not just celebrating culture; we are fueling the young Nigerian through youth-led innovation and actively investing in their economic potential,” she said.

MTN reaffirmed commitment to expanding the platform, ensuring that The Gathering on 100 will continue to evolve as a vital space for both cultural expression and youth-led economic opportunity.

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.

The flagship live experience of The Gathering community, this 100-hour event was held from April 22 to 26, 2026, featuring activities across entrepreneurship, innovation, fashion, and lifestyle, including networking, 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.