Cryptocurrency exchange Binance will be the official sponsor of his upcoming “After Hours Til Dawn” tour.
In a press release, the company calls the After Hours Til Dawn Stadium Tour “the first world tour to use Web 3.0 technology for an enhanced fan experience.”
Binance is the world’s largest cryptocurrency exchange by trading volume.
A pillar of the collaboration will be a tour-focused NFT collection created in partnership with HXOUSE, a Toronto-based young talent incubator founded by The Weeknd’s creative director La Mar C. Taylor.
Virtual ticket stubs from The Weeknd’s concerts will also unlock access to commemorative NFTs offering a variety of experiences. The collaboration will also see the release of a line of co-branded tour merchandise (in addition to NFTs).
Another key element of the partnership is Binance’s $2 million donation to the XO Humanitarian Fund, which was launched by The Weeknd in early 2022 to support the life-saving work of the UN World Food Programme in areas of the world with extreme levels of hunger.
Five percent of sales from the NFT collection will benefit the fund, which is administered by the U.S. World Food Program.
“Excited to partner with Binance and BinanceUS for my After Hours Til Dawn tour!” wrote The Weeknd on Twitter.
“We will use innovative Web 3 technology to connect with you in new creative ways and collaborate on charitable efforts to provide food to those in need,” he said.
The Weeknd’s “After Hours Til Dawn” world tour will kick off July 8 in Toronto, Canada, and continue across North America in July and August, closing with two shows at Los Angeles’ SoFi Stadium on Sept. 2 and 3, before heading to Europe, South America, Asia, the Middle East, Australia and Africa.
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