Cryptocurrency exchange Binance has announced that they are now the official sponsor of The Weeknd's "After Hours Til Dawn" tour that begins on July 8th 2022. This partnership marks the first global concert tour to integrate Web 3.0 technology for an enhanced fan experience.
Binance will collaborate with HXOUSE, a think-center and community incubator for creative entrepreneurs, to release an exclusive NFT collection for The Weeknd’s tour, along with co-branded tour merchandise. Virtual ticket stubs from the concert can also be used to gain access to commemorative NFTs which will provide unique experiences for fans.
As a United Nations World Food Programme (WFP) Global Goodwill Ambassador, The Weeknd launched the XO Humanitarian Fund earlier this year to support WFP’s lifesaving emergency operations in hunger hotspots around the world. Binance will donate $2 million to the XO Humanitarian Fund, which is administered by World Food Program USA. In addition, The Weeknd and Binance are creating another NFT collection, of which 5% of sales will be donated to the XO Humanitarian Fund.
More information on the concert NFTs, branded tour merchandise, and XO Humanitarian Fund NFTs will be released at a later date.