The Weeknd has landed an official sponsor for his first stadium tour, making him the first artist to use Web 3.0 tech on a worldwide tour.
Binance said this week that it will partner with the Canadian musician for his After Hours Til Dawn Tour in order to give “an enhanced fan experience.” The “experience” will take several forms, including a partnership with The Weeknd’s creative incubator HXOUSE to create an exclusive NFT line and co-branded goods.
The world’s largest cryptocurrency exchange will also contribute to the creation of commemorative NFTs that can be accessed through the tour’s virtual ticket stubs.
The Weeknd’s own XO Humanitarian Fund, which benefits the United Nations-run World Food Program USA, will receive a $2 million donation from Binance, as well as 5% of sales of any specially drafted NFTs created by the cooperation, to kick off the tour with a charitable bang.