This year, MTN has reiterated a clear message — 2026 is the year of the youth. These words stands out more than just a statement as the company says it is a deliberate commitment to recognising, supporting and promoting young Nigerians who are already shaping culture, business and innovation on their own terms.That commitment was seen on full display at The Gathering on 100, a 100-hour immersive experience driven by youth expression, creativity and collaboration. From fashion showcases and artistic displays to pitchathons and conversations, the event became a hub of energy, ideas and community.
On the sidelines of the event, MTN’s Chief Marketing Officer, Onyinye Ikenna-Emeka, shared insights into why the company stepped up — and the reasons it intends to keep doing so.
According to her, the decision to support the initiative was instinctive, rooted in a deep understanding of how young people operate.
The youth don’t wait for you to give them spaces,” she said. “They take the spaces. They create their communities and they excel within them.”

That philosophy has therefore shaped MTN’s involvement. Rather than focusing on trends or visibility, the company evaluated whether the platform truly reflected the spirit of Nigerian youth — expression, independence and co-creation.
It spoke to the essence of who they are,” Onyinye explained. “Young people choosing who they want to be, without being told how. That’s totally aligned with our vision, so yes, it’s something we will continue to support.”

Beyond visibility, she further emphasised that impact and business outcomes are closely linked. With nearly 70 per cent of Nigerian youth active in digital spaces, relevance for brands now depends on engaging them authentically and on their own terms.

Throughout the 100-hour experience, that approach was evident. Young innovators pitched ideas spanning artificial intelligence, fintech, agriculture and education, while creators explored fashion, beauty, art, gaming and sports — all within a self-driven ecosystem.
“There’s a lot of enterprise trapped within the youth sector,” she noted. “Our job is to enable them to achieve the optimum.”

At its medium, The Gathering on 100 was about discovery — uncovering talent, amplifying voices and strengthening communities. For MTN, the takeaway was clear: young people are not looking for direction, but for support.
“Youth don’t want you telling them what to do,” Onyinye said. “What they want is oxygen.”

As the event wrapped up with a rallying call to Live it 100, one message stood out — MTN is positioning itself not as a driver of youth culture, but as an enabler.

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