The world’s popular cryptocurrency exchange based on trading volume, Binance, and The Weeknd have announced a “crypto-powered” Till Dawn world tour where the exchange will sponsor the musician’s show set to kick off in the US and Canada.
The Weeknd had ventured into the NFT space early last year as the market experienced a boom. He has been making moves and the latest is his partnership with Binance ahead of his upcoming world tour.
According to a statement from Binance, this will be the first global concert that will tap Web3 for global fan experiences. The exchange will collaborate with HXOUSE, a Toronto-based community incubator to develop an NFT collection and co-branded merchandise centred around the tour.
In addition, Binance will donate $2 million to the XO Humanitarian Fund which the artist established this year as part of his role as the UN World Food Program (WFP) Global Goodwill Ambassador. Both parties will also work on some NFTs, donating 5% of the sales to the fund.
The Weeknd entered the NFT scene in 2021 with the release of an artwork via the Nifty Gateway. He also invested in Everyrealm, a firm that invests in and develops virtual NFT land properties in the metaverse.