Binance and The Weeknd Mix Music, Crypto, and Philanthropy on Upcoming Tour
Date: 2023-08-24 Author: Karina Ziganova Categories: BLOCKCHAIN, IN WORLD
Binance is sponsoring The Weeknd’s “After Hours Til Dawn” tour in Australia and New Zealand later this year, according to an announcement on August 22. This leg of the tour is scheduled for November and December and aims to improve the fan experience by integrating new web3 technologies.
Binance users will be able to enjoy exclusive privileges
Binance users in Australia and New Zealand will receive exclusive privileges during the tour. Tour attendees will receive a limited edition merchandise NFT (SNFT) that gives them access to exclusive perks, including The Weeknd concert and autographed merchandise, among other benefits.
In addition to SNFT, Binance plans to launch an exclusive collection of NFTs in collaboration with The Weeknd later this year. This collection will feature unique pieces of art that provide owners with a range of exclusive benefits when available.
Through digital innovation, Binance's collaboration with The Weeknd aims to bridge the gap between creative artists and their fans. The Enter The Dimension platform offers users an immersive experience with The Weeknd and provides the opportunity to win concert tickets and exclusive merchandise.
Rachel Conlan, VP of Global Marketing at Binance, said the collaboration with the musician will help "unleash the power of Web3 and create a special fan experience." She added that the partnership will also show how crypto and blockchain technology can improve the entertainment industry.
Since the event began last year, the tour has attracted close to three million fans across North America and Europe. The Binance community also actively participated in the event, with over 30,000 fans joining the online tour competition, while around 15,000 users also received SNFT from the tour.
philanthropic gesture
While the tour highlights the value of crypto and blockchain technology in the entertainment industry, it also carries a philanthropic gesture as the organizers have teamed up with the United Nations World Food Program.
Binance said it previously donated $2 million to the XO Humanitarian Fund of the World Food Program. In addition, the exchange announced its intention to allocate 5% of the proceeds from the Tour's NFT collection to support the program.
