When it comes to finding innovative ways to connect with fans, The Weeknd continues to be on top of it.
According to a press release, the musician has teamed up with Binance — a cryptocurrency exchange company — for “the first global concert tour to integrate Web 3.0 technology for an enhanced fan experience.”
The After Hours Til Dawn Tour
The Weeknd fans can expect new NFTs once the world tour commences. Binance is set to work with HXOUSE — a Toronto-based creative incubator — for an exclusive NFT collection and co-branded merchandise. In addition to the drop, attendees’ virtual ticket stubs will provide access to commemorative NFTs for “unique experiences for fans,” per the press release.
Fighting For A Good Cause
The partnership between The Weeknd and Binance isn’t stopping at just the concert experience. The tour’s official sponsor will also donate $2 million to the XO Humanitarian Fund, as well as five percent of the sales from the duo’s collaborative NFT collection will go directly to it.
In March, The Weeknd partnered with The United Nations World Food Programme (WFP) to launch the XO Humanitarian Fund, to which he donated $500,000 and committed $1 from each concert ticket sold in North America. Additionally, The World Food Programme donated $1 million to the fund.
“The goal with this fund is to provide immediate life-saving support to people who are on the brink of starvation. I’m so thankful to have WFP as a partner and to further expand our reach to those who need it most,” he shared in a statement.
The After Hours Til Dawn Tour officially kicks off on July 8.
Autograph NFT Collection
Before his upcoming NFTs, The Weeknd collaborated with Autograph to commemorate his chart-topping hit “Blinding Lights.” As previously reported by AfroTech, the Grammy-winning artist and Billboard released a limited edition NFT collection.
“This collaboration highlights a momentous achievement and a very special moment in time for one of the most influential artists today,” said Julian Holguin, President of Billboard, in a press release provided to AfroTech. “We’re thrilled to celebrate that moment and translate the most quoted rankings in music to innovative, new formats. The digital trading cards and NFTs launched in partnership with Autograph will truly capture the excitement that ‘Blinding Lights’ inspires and allow fans to own a defining moment in music history.”