Cryptocurrency exchange Binance has announced that it will be the official sponsor of Canadian singer The Weeknd’s “After Hours Til Dawn” tour, which kicks off on July 8, 2022.
The exchange collaborated with think tank and community incubator HXOUSE to release an NFT collection for The Weeknd’s tour, as well as co-branded tour merchandise. Attendees’ virtual ticket stubs can also access NFTs that will provide fan experiences. The World Concert Tour will seek to integrate Web3.0 technology in an effort to enhance the fan experience.
Binance is excited to be a crypto partner for The Weeknd Tour, giving fans and people the chance to engage with crypto in a new avenue, said Yi He, co-founder of Binance. “Crypto aims to be community-centric and we believe this partnership embodies that, including empowering local artists and redistributing, through a mainstream platform,” he added.
To mark the launch of the tour, Binance says it will donate two million dollars to the XO Humanitarian Fund, which is administered by the United States’ World Food Program. Additionally, The Weeknd and Binance are looking to create a purpose-built NFT collection and five percent of its sales will be donated to the XO Humanitarian Fund.