Powered by Binance, The Weeknd's "After Hours Til Dawn" global tour is set to commence in Australia and New Zealand this November - December.
Binance, the global blockchain ecosystem behind the world's largest cryptocurrency exchange, is the first international concert tour to integrate Web3 technology for an enhanced fan experience.
Since kicking off in the summer of 2022, Binance says this worldwide tour has engaged a record number of three million fans, captivating crowds across North America and Europe.
More than 30,000 fans have joined Binance and The Weeknd's online challenges via EnterTheDimension.com, and more than 15,000 Souvenir NFTs (SNFTs) have been claimed across 14 countries on the tour so far.
Binance users in Australia and New Zealand will be provided exclusive opportunities as The Weeknd's "After Hours Til Dawn" tour begins in their region.
They will have access to a special ticket presale for select shows while supplies last. In addition, they will also receive a limited-edition Souvenir NFT as a token of appreciation. These distinctive NFTs act as a digital keepsake of the performance and unlock opportunities to win autographed merchandise, entry to exclusive events, and VIP access to The Weeknd's concerts.
For The Weeknd's fans worldwide, Binance will also offer an exclusive NFT collection for The Weeknd's tour. Available later this year, this unique Tour Collection collaborates with The Weeknd, featuring artwork and providing holders access to various benefits.
In a time when digital innovation breaks boundaries between creative artists and their fans, The Weeknd and Binance's partnership extends to the online world through Enter The Dimension. This immersive virtual adventure space, featuring interactive elements such as the Dimension Puzzle Box and the Metaverse Dimension, offers fans a new way to connect with The Weeknd.
Additionally, participants who complete the challenges on EnterTheDimension.com can win concert tickets and exclusive merchandise.
Ben Rose, General Manager, ANZ & Pacific, Binance, says: "We're delighted to offer Kiwi fans the opportunity to see The Weeknd perform and use Web3 technology to enhance the concert experience."
"This is a first-of-its-kind, immersive, digital event, and it's all about enhancing the fan experience so that it's truly memorable."
"We're excited to be at the forefront of this technology and to see how Web3 will continue to transform the future of music and entertainment in exciting ways," says Rose.
The tour serves a dual purpose; engaging fans with a digital and immersive experience and using the platform to support the United Nations World Food Programme.
Binance has donated NZD $2 million to the XO Humanitarian Fund, administered by the World Food Program USA, to help provide food assistance to people in need globally. Additionally, 5% of the sales of the NFT Tour Collection will be donated to the XO Humanitarian Fund.