Crypto exchange Binance has announced its partnership with pop royalty ‘The Weeknd‘ for his upcoming ‘After Hours Til Dawn’ tour. In line with the Canadian artist’s promise that his Summer 2022 tour will be something really special, the global tour will be the first to integrate Web3 technology for an enhanced fan experience.
NFTs will be the centrepiece of the innovative endeavour, as HXOUSE, a think-centre and community incubator for creative entrepreneurs, will launch an exclusive NFT collection as part of the collaboration, along with co-branded merchandise. In addition, the virtual ticket stubs of attendees will grant them with access to commemorative NFTs which will provide unique experiences.
The NFT hype train will then continue with an official The Weeknd x Binance NFT collection with a specially designed aesthetic, and will also include charitable elements as 5% of its revenue will be donated to The Weeknd’s XO Humanitarian Fund, a cause that was established to bolster the United Nations World Food Programme fight to end world hunger.
To round things off, Binance will also be making a direct donation of $2 million to the XO Humanitarian Fund. More information on the NFT collections and co-branded tour merchandise will become available at a later stage.
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