The world of music is venturing out to more business deals throughout the years, and it seems like technology will be taking over soon as The Weeknd got sponsorship for his long-awaited tour.
The singer is set to perform on his "After Hours Til Dawn" tour. Cryptocurrency exchange company Binance has pledged to be an official sponsor of the event.
The company said in a press release that the deal will be the first concert in the world to integrate "web 3.0 technology for an enhanced fan experience."
According to Billboard, Binance is the biggest cryptocurrency exchange by trading volume worldwide.
The collaboration will also feature a tour-centric NFT (Non-Fungible Token) collection. It was created with the help of HXOUSE, a company founded by The Weeknd's creative director, La Mar C. Taylor.
The NFTs will be in the form of virtual ticket stubs, which can have access to commemorative NFT pieces to give fans an experience of a lifetime.
The partnership will also help those in need as Binance donated $2 million to the XO Humanitarian Fund launched by the "Save Your Tears" singer early this year to support lifesaving emergency operations in regions with "acute levels of hunger."
In addition, five percent of the sales will be donated to the World Food Program USA.
In a tweet, The Weekend expressed his excitement about the collaboration, writing, "Excited to partner with Binance and BinanceUS for my After Hours Til Dawn tour !!!"
"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," he added.
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'After Hours Til Dawn' Tour
The latest news comes a few weeks after Doja Cat announced that she's withdrawing from The Weeknd's "After Hours Til Dawn" tour 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.
With or without Doja Cat, no one's stopping The Weeknd from his tour as he's set to visit numerous cities around the world for his tour.
The long-awaited concert, which was rescheduled several times due to the pandemic, will kick off in Toronto, Canada, on July 8 before performing on different stages across North America.
He also has tour dates in Europe, South America, Asia, Africa, Australia, and the Middle East.
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