Binance users will be given “exclusive opportunities” as part of a partnership with The Weeknd.
As Abel ‘The Weeknd’ Tesfaye prepares for the Australia and New Zealand leg of the tour, customers of the largest crypto exchange will have presale ticket access, along with limited-edition non-fungible tokens (NFTs).
“These distinctive NFTs act as a digital keepsake of the performance and unlock opportunities to win autographed merchandise, entry to exclusive events, and even VIP access to The Weeknd’s concerts,” according to the press release.
Over 15,000 official NFTs have already been redeemed. Partnering with Binance, ‘After Hours Til Dawn’ claims to be “the first global concert tour to integrate Web3 technology”.
A Metaverse under the name Enter The Dimension was also launched as part of the partnership. Since going live in June 2023, more than 30,000 fans have interacted with the platform
Rachel Conlan, Binance VP of global Marketing, said: “The Weeknd is widely recognized for his innovative and unique contributions to the music industry. We are excited to be able to partner with the ‘After Hours Til Dawn’ tour to unlock the power of Web3 and champion special fan experiences.”
When the partnership was announced, The Weeknd said: “The global leg will showcase the innovative and creative nature of crypto in a way that hasn’t been done before.”
The Weeknd’s crypto products
In November 2022, Binance revealed it was partnering with the Canadian singer to bring the first crypto-powered tour. An exclusive NFT collection was produced for the tour, including unique tokens for the US attendees.
“This unique Tour Collection is a collaboration with The Weeknd, featuring distinctive artwork and providing holders with access to an array of enticing benefits,” the press release added.
Fans could redeem the NFTs by entering a unique code sent by email. Once claimed, they were entered into competitions to win exclusive prizes.
Enter The Dimension was also built by Binance. It is a platform that encourages interaction with different The Weeknd-themed digital products. These include an Instagram face filter, a puzzle game, and an interactive Metaverse.
Conlan said: “We are just scratching the surface of how we utilise the power of crypto and blockchain technology to set new standards in the entertainment industry.”
Looking onwards, The Weeknd said: “We have incredible momentum as we embark on the second chapter of the tour. The response has been simply amazing and we have the support of Binance to thank.”
The Weeknd Humanitarian Fund
There are two purposes to this collaboration, according to the press release. The first is to engage fans with digital, Web3 products. The other is to support a United Nations World Food Programme, specifically the XO Humanitarian Fund that was launched by The Weeknd.
The musician became a Goodwill Ambassador for the WFP in 2021. Since then, he launched his fund to help feed millions of people impacted by famine.
The fund’s website said: “The partnership with The Weeknd will allow WFP to further expand its reach to those who need it most. The money will be used to assist families and communities on the frontlines of hunger, in countries like Ethiopia, Ukraine, Afghanistan and Yemen.”
The Weeknd pledged an initial $5m to this fund, with the first allotment going towards emergency food programmes in northern Ethiopia.
As part of the Binance partnership, the exchange announced it has donated $2m to the XO Humanitarian Fund. A further 5% of every NFT sale will be donated to the XO Humanitarian Fund.