The Weeknd and Binance’s Web3 Tour Takes Off in Europe and Metaverse

As The Weeknd’s highly celebrated “After Hours Til Dawn” tour sets foot in Europe, it introduces a fresh twist to the fan experience — all thanks to Binance, the driving force behind the world’s leading cryptocurrency exchange. By incorporating on-site Augmented Reality (AR) experiences at every concert stop and hosting engaging online digital challenges, fans get to unlock a captivating new dimension. These challenges present an opportunity to win a range of rewards, including merchandise and concert tickets.

Bridging Global Fans with an Interactive Experience

Initiating from 2 p.m. UTC today, The Weeknd and Binance invite global fans to connect through enterthedimension.com. This innovative platform introduces an interactive digital metaverse experience, spearheaded by a treasure hunt that gradually unveils new stages and benefits. Furthermore, fans can opt to crack the presented puzzle, where every successfully accomplished challenge leads to a potential win of exclusive merchandise or tickets to future shows by The Weeknd.

Moreover, ticket holders of the global tour are presented with an exclusive opportunity. Based on the market, they will gain access to Souvenir Non-Fungible Tokens (NFTs) that might unlock the door to autographed merchandise and VIP invite-only experiences in the future. Binance takes the traditional practice of preserving ticket stubs a step further into the Web3 world, offering these NFTs as digital mementos. In addition, they plan to set up AR portals at chosen tour stops, adding a unique personalized touch to the concert experience.

An Exclusive NFT Collection

For fans unable to be physically present at The Weeknd’s show, Binance has something special planned. Later this year, they will introduce an exclusive NFT collection for The Weeknd’s tour, accessible to all users. Collaboratively developed with The Weeknd, the collection will grant access to a variety of exciting benefits for holders.

“Our alliance with The Weeknd has furnished a phenomenal platform to demonstrate how Web3 can foster profound connections between an artist and their fans,” remarked Rachel Conlan, Binance’s VP of Global Marketing. “Collaborating with The Weeknd’s team to redefine the boundaries of fan entertainment has been a thrilling endeavor.”

Positive Change through Philanthropy

Besides revolutionizing fan experience, The Weeknd and Binance remain committed to promoting philanthropy. They are leveraging the tour and related NFTs to drive positive change. A notable 5% of the sales from the Tour NFT collection will go to the XO Humanitarian Fund, an initiative of The Weeknd managed by World Food Program USA. This contribution supplements the $2 million pledge Binance made at the tour’s inception. As a Global Goodwill Ambassador for the United Nations World Food Programme, The Weeknd initiated the XO Humanitarian Fund to bolster WFP’s emergency operations in hunger-stricken regions across the globe.