The Weeknd continues to find creative ways to to connect with fans. The “After Hours Until Dawn Tour”, which kick soff on July 8th, has partnered with a cryptocurrency exchange company- Binance. According to The Weeknd fans can expect NFT drops once the world tour begins through a Toronto based company HXOUSE, who is developing an exclusive NFT collection for the tour as well as merchandise. Fans tickets to the Weeknd will get them access to the commemorative NFTs to provide “a unique experience for fans”. The tours sponsor Binance will donate $2 million dollars to the XO Humanitarian Fund, and will also be donating five percent of the sales from the NFT collaboration to the fund. According to Billboard’s President Julian Holguin, “This collaboration highlights a momentous achievement and a very special moment in time for one of the most influential artists today,”. Perhaps The Weeknd will inspire other crypto collaborations with musicians in the future.
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