Crypto exchange Binance is sponsoring The Weeknd’s “After Hours Til Dawn” tour in Australia and New Zealand later this year, according to an Aug. 22 statement shared with CryptoSlate. This leg of the tour is planned for November and December and is geared to enhance the fan experience by integrating novel web3 technologies.

Binance users to enjoy exclusives perks

Binance users in Australia and New Zealand will enjoy exclusive perks during the tour. Participants in the tour will receive limited-edition Souvenir NFTs (SNFTs), which grant them access to exclusive privileges, including The Weeknd’s concert and autographed merchandise, among other benefits.

In addition to SNFTs, Binance has exciting plans to launch an exclusive NFT collection in collaboration with The Weeknd later this year. This collection will showcase distinctive artworks that provide holders with a range of exclusive benefits upon availability.

Through digital innovation, Binance’s collaboration with The Weeknd aims to bridge the gap between creative artists and their fans. The Enter The Dimension platform offers users an immersive experience connecting with The Weeknd and presents opportunities to win concert tickets and exclusive merchandise.

Rachel Conlan,  Binance VP of Global Marketing, said collaborating with the musician would help “unlock the power of Web3 and champion special fan experiences.” She added that the partnership would also show how crypto and blockchain technology can improve the entertainment industry.

Since the event began last year, the tour has engaged around three million fans across North America and Europe. The event had also seen active participation from the Binance community, with more than 30,000 fans joining the tour’s online challenge, while around 15,000 users also claimed SNFTs from the tour.

Philanthropic gesture

While the tour emphasizes the value of crypto and blockchain technology in the entertainment industry, it also carries a philanthropic gesture as the organizers have teamed up with The United Nations World Food Programme.

Binance said it had previously donated $2 million to the World Food Program’s XO Humanitarian Fund. Additionally, the exchange revealed intentions to allocate 5% of the proceeds from the Tour’s NFT Collection to support the program.