The Weeknd Joins Forces with Binance for Upcoming Web3-Powered World Tour

The Weeknd will be releasing an exclusive NFT collection for his world tour in partnership with Binance.
Image source: Brian Ziff

Quick take:

  • Binance is now the official sponsor of The Weeknd’s “After Hours Til Dawn” tour.
  • This is the first global concert tour to integrate Web3 technology.
  • Virtual ticket stubs give attendees access to commemorative NFTs.

The Weeknd today announced that he is joining forces with Binance for his upcoming “After Hours Til Dawn” world tour. In this partnership, Binance is the official sponsor of the tour, making it the first global concert tour to integrate Web3 technology for an enhanced fan experience.

Binance has collaborated with HXOUSE, Toronto-based a think-centre and community incubator for creative entrepreneurs, founded by The Weeknd, to release an exclusive NFT collection for the Canadian singer’s tour, along with co-branded tour merchandise.

Concert attendees who hold virtual ticket stubs can gain access to commemorative NFTs which will provide them with unique fan experiences.

To mark the launch of the tour, Binance will donate $2 million to the XO Humanitarian Fund, a nonprofit that supports WFP’s lifesaving emergency operations in hunger hotspots around the world, administered by World Food Program USA. 

“We are excited to be an exclusive crypto partner of The Weeknd’s tour, giving fans and people the ability to interact with crypto in a new avenue,” said Binance Co-Founder Yi He. “Crypto is community-centric and we believe this partnership embodies that, including empowering local artists and giving back, through a mainstream platform.”

The XO Humanitarian Fund was launched earlier this year by The Weeknd, who is a United Nations World Food Programme (WFP) Global Goodwill Ambassador. Additionally, The Weeknd and Binance are creating a specially designed NFT collection, with five percent of its sales benefiting the XO Humanitarian Fund.

“Binance is all about the community, about people, about inclusion. I was impressed by their focus on users and innovative edge,” said The Weeknd. “It made perfect sense to work together and I can’t wait for fans to experience crypto within a creative avenue while supporting a good cause. There are so many possibilities with crypto and I think this is just the beginning.”

The Weeknd is no stranger to the Web3 space. He sits on the board of Tom Brady’s NFT platform, Autograph, and has released NFTs on the platform as well as on Opensea. 

He has also invested in metaverse real estate developer/investor, Everyrealm, and in crypto payments infrastructure provider, MoonPay, which raised $87 million from more than 60 celebrity backers in April.

The Weeknd’s “After Hours Til Dawn” tour will begin on July 8. Binance.US is the official sponsor of The Weeknd’s tour in the U.S. and for the global portion of the tour.

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