The Weeknd’s “After Hours Til Dawn” concert tour is set to commence with cryptocurrency exchange platform Binance as the official sponsor.
The cryptocurrency and music industries have once again reinforced their support of one another, this time through The Weeknd’s long-awaited concert tour.
On Thursday, cryptocurrency exchange company Binance signed on as the official sponsor of The Weeknd’s “After Hours Til Dawn” concert tour. In a statement by Binance, they called the “crypto-powered” venture the “first global concert tour to integrate Web3 technology for an enhanced fan experience.”
Binance is touted as the world’s largest cryptocurrency exchange platform by trading volume.
Binance x The Weeknd Collaboration
This collaboration is not only to bring fans an unmatched musical experience. The deal would also span a tour-centric NFT collection. The NFTs in the collection are created in partnership with HXOUSE, a youth talent incubator based in Toronto that was founded by La Mar C. Taylor, The Weeknd’s creative director.
Virtual ticket holders of “After Hours Til Dawn” stadium shows would also be given access to commemorative NFTs that promise to provide a slew of wonderful fan experiences. Aside from this, the collaboration will feature co-branded tour merchandise (non-NFT).
There is more to this collaboration than NFTs and virtual experiences for fans. It is said that through this partnership, Binance will donate $2 million to the XO Humanitarian Fund, the charity launched by The Weeknd early this year as part of his role as a United Nations World Food Programme (WFP) Global Goodwill Ambassador.
The “Save Your Tears” singer’s charity supports the WFP’s lifesaving emergency operations with critical hunger levels in global regions. Five percent of the sales from Binance and The Weeknd’s NFT collaboration will go towards the fund, which is controlled by the WFP’s “American arm,” the World Food Program USA.
The Weeknd, whose real name is Abel Tesfaye, is over the moon with the collaboration. “Excited to partner with Binance and BinanceUS for my After Hours Til Dawn tour,” he tweeted on Thursday. “We’ll use innovative Web 3 tech to connect with you in NEW creative ways and collaborate on charitable efforts to provide food to those in need.”
Save the Dates
The “After Hours Til Dawn” concert tour will feature material from The Weeknd’s latest album released this January, Dawn FM, and After Hours, released in 2020. This tour is a long time coming as it was previously rescheduled on three separate occasions due to the COVID-19 pandemic.
Another artist, Doja Cat, was supposed to appear with The Weeknd on this concert tour, but she had to back out after undergoing throat surgery.
“I feel horrible about this but can’t wait for this to heal and get back to making music and create an experience for y’all,” she announced.
However, with or without Doja Cat, the tour will continue.
The stadium tour will launch on July 8, 2022, in Toronto, Canada, extending across North America in July and August. It will close with a pair of shows on September 2 to 3 in Los Angeles’ SoFi Stadium. It will then move to Europe, South America, Asia, the Middle East, Australia, and Africa, although the dates for these global legs are yet to be announced.
It will be The Weeknd’s first international tour since 2017. Further details about the shows and the partnership will be revealed at a later date.
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