After 100 hours of non-stop culture, raw creativity, and high-octane community energy, the pilot edition of The Gathering has officially made history at the National Stadium in Surulere. As the dust settled on this immersive five-day marathon, MTN Nigeria joined forces with the movement’s creators to unveil their ultimate manifesto for the next generation: “Live It 100.”
A Convergence of Youth and Creativity
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. Operating under a partnership model rather than a traditional corporate sponsorship, MTN stepped back to let the youth lead. The company embraced the primary narrative that “The Gathering is the fire; MTN is the oxygen.”
CEO Karl Toriola on the Movement
Chief Executive Officer of MTN Nigeria, Karl Toriola, said: “The energy we have witnessed here in Surulere 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.”
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. Chief Marketing Officer of 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 doesn’t 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.”
