The Weeknd’s “After Hours Til Dawn” world tour, powered by cryptocurrency exchange Binance, will kick off its Australia and New Zealand leg this November and December. Binance is the first crypto platform to integrate web3 technology into a major international concert tour, aiming to enhance the fan experience.
Since starting in the summer of 2022, the tour has drawn over 3 million fans across North America and Europe. Over 30,000 people have participated in online challenges on EnterTheDimension.com, and more than 15,000 digital souvenir NFTs have been claimed in 14 countries so far.
For the ANZ region shows, Binance users will get exclusive presale ticket access and a limited-edition NFT keepsake. The NFT can unlock opportunities like signed merchandise, events, and VIP concert access. Binance will also release an exclusive NFT collection for the tour later this year.
The partnership extends online through EnterTheDimension.com, an immersive space with puzzles and a metaverse. Fans who complete challenges can win tickets and merchandise.
Binance ANZ GM Ben Rose says this first-of-its-kind digital event enhances the fan experience through web3 technology, transforming music and entertainment.
The tour also supports charity. Binance donated NZD $2 million to the UN World Food Programme, and 5% of the NFT collection sales will go to the WFP.
In summary, The Weeknd’s tour pioneers web3 integration to engage fans worldwide. The ANZ leg provides exclusive perks for Binance users, fundraises for charity, and pushes innovative digital experiences.
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