Cryptocurrency exchange Binance began a partnership with the popular American singer The Weeknd for his upcoming concert tour After Hours Til Dawn. This was reported to journalists in the representative office of the company.

The exchange's press service notes that they and The Weeknd are honored to be the first in the world to organize a concert tour using Web 3.0 technology. In partnership with the HXOUSE team, the crypto exchange will begin distributing a unique collection of non-fungible tokens (NFTs). In addition, Binance will present exclusive branded merchandise in parallel with The Weeknd tour.

The rep also talked about plans after the end of the celebrity concert tour. According to them, the exchange intends to donate $2 million to a charity founded by The Weeknd. Also in the near future, the performer and Binance will present another collection of NFT, after the sale of which 5% of the proceeds will go to fund the foundation.

Previously, the singer has repeatedly expressed interest in the field of digital technology. So, in 2021 The Weeknd recorded and published a song in the format of NFT. And in early spring of this year, he invested in a startup dealing with metaverses.