Artistic image with the text The Weeknd After Hours Til Dawn: Binance

The flow of music NFT partnerships goes on, but The Weeknd is doing something more ambitious with one of the leading lights of the cryptocurrency world: Binance. It’s on board as the official sponsor of his ‘After Hours Til Dawn’ tour, which is now being billed as “the first crypto powered world tour”.

What does that mean? Well, dosh for The Weeknd of course – format unknown – but also a line of tour merch and NFTs, including “commemorative” ones that fans can get using their virtual ticket stubs.

Binance is also donating $2m to The Weeknd’s existing XO Humanitarian Fund, with 5% of the NFT sales also being funnelled into that famine-relief program.

It’s perhaps one way of defusing any potential fan backlash against this kind of partnership – “I can’t wait for fans to experience crypto within a creative avenue while supporting a good cause,” was how The Weeknd hailed it – but we’ll see what kind of reaction the partnership gets.

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