The Weeknd's "After Hours Til Dawn" tour is the first global tour to incorporate Web 3.0 technology for a better fan experience thanks to Binance, the blockchain infrastructure behind the cryptocurrency exchange.

In addition to a $2M donation to the musician's XO Humanitarian Fund, the partnership features multiple NFT initiatives.

The Weeknd entered the NFT scene last year as the market was heating up, and has been doing so since then. He has recently partnered with the world's largest crypto exchange to launch NFTs for his upcoming tour and get it supported by the exchange.

“Binance is all about the community, about people, about inclusion. I was impressed by their focus on users and innovative edge,” said The Weeknd.

He added, “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.”

Together with HXOUSE, Binance has developed an exclusive collection of NFTs and co-branded merchandise for the tour. Concert-goers will also get a virtual ticket stub that can be redeemed for commemorative NFTs.

As Global Goodwill Ambassador for the United Nations World Food Program (WFP), The Weeknd launched the XO Humanitarian Fund earlier this year in order to feed people suffering from hunger in the world's hotspots.

The Weeknd and Binance created a specially designed NFT collection, 5% of which will benefit the XO Humanitarian Fund. Binance's donation mark the start of the tour, which is administered by World Food Program USA.

Pavan A

CBW - External Analyst

INDIA