Crypto exchange Binance and famed recording artist The Weeknd join forces. Binance will be sponsoring the artist on its upcoming After Hours ‘Til Dawn world tour. Also will of course non-fungible tokens (NFTs) are part of the collaboration.

Binance: “First crypto-powered tour”

Binance recently announced the partnership in a announcement on his website. The announcement reads that this is “the first world tour in which Web 3.0 technology delivers an enhanced fan experience.”

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The Weeknd’s tour starts on July 8 and on October 3 and 4 he would be in the Ziggo Dome in Amsterdam. However, these concerts were canceled last year due to the pandemic. It is unclear where and when The Weeknd will be shown in the Netherlands.

Exclusive NFTs about the tour will be made in collaboration with Canadian community incubator HXOUSE. This includes, for example, NFTs that only concertgoers will be able to claim. These NFTs will also provide them with a unique fan experience, according to Binance.

Binance donates $2M to UN Food Program

In addition to the NFTs, Binance will donate $2 million to the United Nations World Food Programme. Earlier this year, The Weekend established the XO Humanitarian Fund to help the food program with its relief operations.

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And here too, NFTs will again play a role. Binance and The Weeknd will release a special collection focusing on the world food program. 5% of the proceeds from the sale of these digital tokens will flow directly into The Weeknd’s fund.

Binance is the world’s largest cryptocurrency exchange by trading volume. The yellow giant has a host of initiatives within the crypto sector, including its own NFT trading platform. It is the first time that it has entered into such a collaboration with an artist.

Binance registers in the Netherlands

Binance is therefore a very popular exchange worldwide. However, last year it faced criticism from regulators in Europe. That is why the trading platform is now slowly trying to meet all the requirements and also manages to obtain important licenses in several European countries.

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Recently, it was reported in the crypto news that Binance is also about to obtain a license in the Netherlands from the Dutch Central Bank (DNB).