As the After Hours Til Dawn global tour is coming in July, The Weeknd revealed one exciting tour-related announcement: the integration of Web3 and NFT in collaboration with Binance.
The Weeknd, a popular singer-songwriter, confirmed his collaboration with Binance on Friday to accelerate the performance experience through the integration of Web3 and non-fungible tokens (NFT).
Binance will be the key sponsor of The Weeknd’s “After Hours Til Dawn” tour, bringing cutting-edge technology to the major music event. The tour will kick off on July 8, 2022, in Canada, Weeknd’s native country, and the United States.
“Binance is excited to announce that we are now the official sponsor of The Weeknd’s “After Hours Til Dawn” tour that begins on 2022-07-08. This marks the first global concert tour to integrate Web 3.0 technology for an enhanced fan experience,” Binance said in the official announcement.
Enjoy The Weeknd
The Weeknd team will work on NFT content, while Binance will provide the NFT platform and technology infrastructure.
With this move, it will be the first global music tour to incorporate Web3 technology to provide a better experience for fans and attendees. Binance will also release an exclusive NFT for the tour.
Binance will also contribute $2 million to the XO Humanitarian Fund to commemorate this special collaboration.
#Binance has partnered with @TheWeeknd to create the first global tour to integrate Web 3 tech: After Hours Til Dawn.
To mark the launch of the tour, Binance will donate $2 million to the XO Humanitarian Fund, which is administered by @wfpusa.
➡️ https://t.co/nf8e43FSDt pic.twitter.com/MJJiEUpmXC
— Binance (@binance) June 2, 2022
The Weeknd established the fund earlier this year with the willingness of supporting the World Food Program’s urgent actions in starving areas around the world. In addition, the Weeknd and Binance will donate 5% of their proprietary NFT sales to the Foundation.
Previously, the top exchange collaborated with HXOUSE, a community platform for creative projects, to provide exclusive NFT as well as co-branded tour merchandise to The Weeknd’s tour.
In March, the Grammy artist dropped an exclusive music NFT collection that featured popular songs and artworks. These items were auctioned off on the Nifty Gateway platform.
Binance Moves Towards Music
The number of partnerships linked to the music area has increased in the scope of Binance’s business.
The company plans to broaden the scope of its services to encompass a variety of new areas but music seems to be the focus at the moment since the company has invested much effort into the sector.
The collaboration with prominent artists or well-known platforms will serve as the primary impetus behind the expansion of Binance’s brand recognition on a global scale.
From that point, the exchange can connect with a large number of users while its partners can take advantage of the company’s technology to improve the experience for those users.
In February, Binance and YG reached an agreement to jointly work on research and product development in the areas of metaverse, non-fungible tokens, and gaming. Furthermore, the two parties intend to collaborate on the development of an ecologically sound environment for NFTs.
Later in March, the leading cryptocurrency exchange became the first official crypto partner for this year’s GRAMMY Awards. Binance and the US National Academy of Recording Arts and Sciences (Recording Academy) also reached a collaborative deal.
Binance has collaborated extensively with the Recording Academy to deliver a wide range of Web3 technology experiences and solutions to the organization’s members, as well as support to events and contributions to its one-of-a-kind initiative.
The company doesn’t have the intention to put on a pause. Binance announced that it would be partnering with Primavera Sound to host a music festival in Barcelona.
It is well known that this event is planned to take place from June 9 through June 11, and it is anticipated that a large number of fans will attend.
In addition, Binance has announced that attendees of this festival who download the exchange’s mobile app and go through the necessary steps to verify their identity will be eligible to receive a unique NFT from the program.