Binance becomes the official sponsor of The Weeknd's "After Hours Til Dawn" tour

The partnership marks the first crypto-powered concert tour that will use web3 technology for an enhanced fan experience.

The Weeknd performing live in Hong Kong in November 2018

To commemorate Grammy award-winning artist’s tour, Binance has collaborated with HXOUSE, a think-center and a startup incubator, on an exclusive NFT collection and co-branded tour merchandise. The organizers also prepared a cute bonus for fans – the stubs of the virtual tickets allow concert attendees to receive a free souvenir NFT.

As a United Nations World Food Programme (WFP) Global Goodwill Ambassador, The Weeknd launched the XO Humanitarian Fund, which mission is to support WFP's operations in hunger hotspots globally. The artist pledged to donate five percent of the sales of the NFT collection to the said fund, while Binance announced it will donate $2 million.

"Binance is all about the community, about people, about inclusion. I was impressed by their focus on users and innovative edge," The Weeknd said. "It made perfect sense to work together and I can't wait for fans to experience crypto within a creative avenue while supporting a good cause. There are so many possibilities with crypto and I think this is just the beginning."

"We are excited to be an exclusive crypto partner of The Weeknd's tour, giving fans and people the ability to interact with crypto in a new avenue," said Yi He, the co-founder of Binance. "Crypto is community-centric and we believe this partnership embodies that, including empowering local artists and giving back, through a mainstream platform."

Abel Makkonen Tesfaye, the popular Canadian pop singer better known as The Weeknd, will start his tour on July 8. “After Hours Till Down” will be held across several cities in Canada and the USA and will end on September 3 at the SoFi Stadium in Inglewood, California. A 32-year-old artist has already made a fruitful career, winning four Grammy Awards, 20 Billboard Music Awards, six American Music Awards, two MTV Video Music Awards, and 17 Juno Awards.

Binance, being the world's largest crypto exchange, frequently sponsors sports and artistic events. Recently, the exchange extended its relationship with the Argentine Football Association as the national team's main sponsor. Earlier this year, Binance became the official partner of the Recording Academy, the company which organizes the Grammy Awards.

“Starting with the Grammys, we are excited to work together with the Recording Academy to bring fresh new experiences powered by blockchain and all the great things Web3 technology can bring to entertainment,” Yi He said.