Binance announces “crypto powered tour” with The Weeknd

Binance has announced its sponsorship of musician The Weeknd's ‘After Hours ‘Till Dawn world tour in the US and Canada this coming July.

The exchange described it as a “crypto-powered” tour, describing it as the first global concert using Web3 technology for fan experiences.

Working with the Toronto-based HXOUSE community incubator Binance will develop a non-fungible token (NFT) collection based on the tour itself alongside a selection of co-branded merchandise. Attendees of the concert will also receive a virtual ticket that can be redeemed for memorial NFTs.

The Weeknd (formerly known as Abel Tesfaye) established the XO Humanitarian Fund earlier this year in his role as a United Nations World Food Program (WFP) Global Goodwill Ambassador.

As part of the partnership, Binance will donate $2m to the fund alongside collaborating with a collection of NFTs with the pop singer; donating 5% of those NFT sales to the fund.

The ‘Save your Tears’ artist first dove into the NFT market early last year just as the popularity began to rise around the tokens. In April 2021 he released artwork via the Nifty Gateway platform, he then joined Tom Brady’s NFT platform Autograph in October as one of the board of directors.

He has since released his own Ethereum NFTs and invested in Everyrealm, an organisation aimed at developing virtual NFT spaces and metaverse video games like Decentraland and The Sandbox.

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Written by Isabella Aslam


Isabella is an experienced writer in B2B and B2C journalism. Alongside crypto, Isabella writes and discusses the topics of relationships and psychology. Isabella holds a first-class degree in music journalism and often interviews electronic artists and DJs.

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