By
Chimamanda U. Martha
April 25th, 2024
The Weeknd stated he was enthralled by Binance’s user focus and novel tech, noting that the company is all about community.
A versatile musician and songwriter The Weeknd has announced a new sponsorship deal with a well-known cryptocurrency exchange Binance. The deal will see the duo hold a worldwide ‘crypto’ tour that’ll incorporate Web3 tech and guarantee an immersive fan experience.
The tour, tagged “After Hours Til Dawn” will begin on the 8th of July, 2022. Also, the tour will kick off in Canada and the United States. As part of the deal, Binance is collaborating with a community incubator, HXouse, to develop an exclusive NFT collection for the tour. There will also be co-branded tour merchandise to keep fans engaged. Beyond these, fans who buy a ticket to the tour will receive commemorative NFTs in return.
As a first step in the partnership, Binance will donate $2 million to the XO Humanitarian. Recall that The Weeknd launched the XO Humanitarian Fund as a United Nations World Food Programme (WFP) Global Goodwill Ambassador. The fund will help WFP save lives in emergency operations. To further support the initiative, the Weeknd and Binance will design a special NFT collection and donate five percent of the sales to the Humanitarian Fund.
Binance Is Community-Focused, Says The Weeknd
The Weeknd stated he was enthralled by Binance’s user focus and novel tech, noting that the company is all about community. “I can’t wait for fans to experience crypto within a creative avenue while supporting a good cause,” he said.
The musician who launched his first NFTs last year sees many possibilities in crypto. Since his entry, he has been active in the NFT and metaverse space. Currently, he sits on the Board of Directors of Autograph, the NFT platform co-founded by Tom Brady. Also, he recently launched another NFT collection through the platform. Again, The Weeknd has investments in virtual property developers, EveryRealm. “There are so many possibilities with crypto and I think this is just the beginning,” he commented.
The co-founder of Binance, Yi He, offered similar comments about the collaboration. He stated the exchange’s excitement at being the only crypto partner on the tour. Yi He believes that giving back to society and empowering local artists underlines the exchange’s community focus. He said, “Crypto is community-centric and we believe this partnership embodies that.”
On another front, Binance will also begin a crypto awareness tour in Africa in June.