MTN’s youth-focused cultural platform, The Gathering on 100, is expanding to Aba, Abia State, with organisers unveiling a N5 million Pitchathon aimed at supporting early-stage startups and young founders in the city.
The announcement comes weeks after the platform concluded its Lagos edition, which transformed the National Stadium in Surulere into a 100-hour hub for entrepreneurship, youth culture, entertainment, networking, and creativity.
Now, organisers are betting on Aba’s long-standing reputation as one of Nigeria’s strongest commercial and entrepreneurial centres to deepen the movement’s reach beyond Lagos.
Scheduled to hold at Prime Event Centre, Osisioma, from 12:00 p.m. on June 14 until 6:00 a.m. on June 15, the Aba edition is expected to bring together creators, founders, artists, innovators, and young Nigerians looking for opportunities to connect, build relationships, and showcase their talents.
The Gathering on 100 is part of MTN’s “Live It 100” campaign, which encourages young Nigerians to pursue ambition boldly and take advantage of opportunities without waiting for perfect conditions.
Unlike many youth events driven mainly by performances and entertainment, organisers say the structure behind The Gathering is intentionally community-led. Participants, known as “Gatherers,” help shape the experiences they want to see at each edition.
That approach was visible during the Lagos edition held from April 22 to 26, where attendees pushed for experiences tied to entrepreneurship, business growth, creativity, and culture.
The result was a mix of startup-focused activities and youth entertainment experiences that included skill acquisition sessions, a startup Pitchathon, gaming competitions, rap battles, sip-and-paint sessions, a tattoo parlour, and performances from DJs and music acts.
The Lagos edition also produced one of the event’s biggest outcomes for entrepreneurs, with eight startups receiving a combined N45 million in funding support.
Hurpham Africa emerged as the overall winner, securing N15 million in funding support. Coconoto Ltd followed with N10 million, while Rava Send received N5 million.
Five additional startups — URI Social, Dulces Jams, Kindly Book, Africa Medical Marketplace, and MyFund — each received N3 million alongside increased visibility and support within the MTN business ecosystem.
Organisers believe Aba presents another major opportunity to identify and support promising founders outside Nigeria’s traditional startup centres.
For the Aba edition, the Pitchathon will feature a N5 million prize pool targeted at early-stage founders and businesses operating within the city’s growing entrepreneurial ecosystem.
According to details released ahead of the event, the winning startup will receive N2.5 million, while the first runner-up will receive N1.5 million. The third-place startup will go home with N1 million.
Beyond the financial rewards, organisers say the competition is designed to give founders direct exposure to investors, consumers, industry stakeholders, and members of the wider innovation ecosystem.
The move into Aba also reflects growing recognition of the city’s importance in conversations around youth entrepreneurship and local manufacturing.
Widely known for its strong business culture and growing community of innovators, Aba has increasingly attracted attention from organisations looking to support young entrepreneurs outside Lagos and Abuja.
For many young Nigerians, platforms like The Gathering are becoming more important because they create spaces where business, culture, technology, and entertainment intersect naturally.
The organisers say the broader goal is to expand access to opportunities by taking the initiative into high-potential commercial cities across the country.
“The Gathering on 100 is about creating experiences that reflect the realities, ambitions, and energy of young Nigerians,” the organisers said.
“As the community grows, we want more cities to become part of the movement, especially places where entrepreneurship and youth creativity are already thriving.”
Registration for the Aba edition is currently open through the platform’s official website ahead of the June event.