Binance, the global blockchain ecosystem that powers the world’s largest crypto exchange, announced today that it would be the official partner of The Weeknd’s “After Hours Til Dawn” tour. This is the first worldwide concert tour to use Web 3.0 technologies to improve the audience experience.

Binance has teamed with HXOUSE, a think-center and community incubator for creative enterprises, to create an exclusive NFT collection and co-branded tour items for The Weeknd’s tour.

The collaboration will include numerous NFT programs as well as a $2 million commitment to the XO Humanitarian Fund. The Weeknd and Binance will also work on further NFTs, with a portion of the proceeds going to the fund. The Weeknd founded the XO Humanitarian Fund earlier this year as a United Nations World Food Programme (WFP) Global Goodwill Ambassador to help WFP’s lifesaving emergency operations in hunger hotspots worldwide.

“Binance is all about community, people, and inclusivity.” I was amazed by their user-centered approach and inventive edge. So it made complete sense for us to collaborate, and I can’t wait for people to experience crypto via a creative lens while also backing a good cause. “There are so many opportunities with cryptocurrency, and I believe this is only the beginning,” The Weeknd stated.

“We are pleased to be The Weeknd’s exclusive crypto partner, allowing fans and individuals to connect with crypto in a unique way,” stated Binance Co-Founder Yi He. “Crypto is about community, and we feel our collaboration represents that, including promoting local artists and giving something back through a popular platform.”

The Weeknd’s cooperation with Binance follows the announcement in April of Universal Music Group’s extensive, long-term relationship with the musician.

The Weeknd’s composition portfolio and any future works will be managed by Universal Music Publishing Group (UMPG) “under a new long-term arrangement, upon the expiration of his present commitment.”

The Weeknd’s partnership with UMG’s Republic Records, which has been his label partner since 2012, will continue to be his label partner for future recorded music releases and is also strengthened with this partnership.