The world’s largest cryptocurrency exchange – Binance – has joined hands with popular Canadian singer Abel Makonnen Tesfaye (better known as The Weeknd). The stage will be the official sponsor of the artist’s upcoming tour in July.
Details behind the deal
In a recent statement, the exchange said it is “excited” to become an official financial supporter of the weekend’s “After Hours Till Down” tour. The event will start from 8th July and will be held in several cities in Canada and USA. Its closing date has been set for September 3 at Sophie Stadium in Inglewood, California.
Binance will also partner with HXOUSE (a globally focused think-centre) to issue a non-fungible token collection for The Weeknd’s tour. The digital collectible collections will give fans more experiences during concerts.
Not long ago, the singer launched the XO Humanitarian Fund, an initiative to help millions of people on the brink of famine. To mark the collaboration with them, Binance pledged to donate $2 million to the fund. Both parties will also create a specially designed NFT collection and contribute 5% of the sales to the organization.
The 32-year-old artist is one of the most popular singers. He has won numerous awards throughout his career, including four Grammy Awards, six American Music Awards, and an Academy Award nomination. His “After Hours Till Down” would be his seventh concert.
Binance Sponsored Grammy Awards
Earlier this year, the exchange became the official crypto partner of Recording Academy, the company that organizes the Grammy Awards (the music industry’s highest honor).
Additionally, this effort enabled Binance to “bring a Web3 technology solution”. Yi He – co-founder of the platform – commented:
“Starting with the Grammys, we are excited to be working closely with the Recording Academy to bring innovative new experiences powered by blockchain and Web3 technology to bring all the best things to entertainment.”
The 64th Grammy Awards were held in Las Vegas in April and millions of viewers gathered in front of the TV. Some of the winners included Kanye West, Foo Fighters, Doja Cat, and more.
Pictured image is courtesy of Variety
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