The Weeknd's Web3 Tour, supported by Binance, kicks off in Europe and the Metaverse!

The successful global tour “After Hours Til Dawn” by The Weeknd has entered its European phase, adding the Web3 experience for fans with the support of Binance, the global blockchain ecosystem powering the world’s largest cryptocurrency exchange. The tour combines augmented reality (AR) experiences and online digital challenges, where any fan, ticket holder or not, can access new content and have a chance to win prizes.

Fans worldwide can interact with The Weeknd and Binance through www.enterthedimension.com. This new dimension presents an interactive experience in the metaverse, unlocking new levels, stages, and advantages.

In addition, ticket holders will receive access, market-dependent, to Souvenir NFTs, unlocking access to autographed merchandise and VIP experiences. These unique NFTs serve as digital memorabilia, bringing the tradition of keeping concert tickets into the Web3 world. At certain moments of the tour, Binance will host augmented reality portals for an enhanced concert experience.

For The Weeknd fans who cannot attend the shows, Binance will also offer an exclusive NFT collection for the tour, open to any user this year. The collection will feature artwork collaborations with The Weeknd and a range of benefits for holders.

“Our partnership with The Weeknd has provided an incredible platform to showcase how Web3 generates deeper connections between artists and fans. It has been exciting to work with The Weeknd’s team to push the boundaries of fan entertainment,” said Rachel Conlan, VP Binance, Global Marketing.

The joint efforts of The Weeknd and Binance for philanthropy continue through the global tour, transforming the concert experience and associated NFTs into a platform for positive change. 5% of the sales from the Tour NFT collection will be donated to the XO Humanitarian Fund, an initiative by The Weeknd and managed by the World Food Program USA. This is in addition to a $2,000,000 commitment announced by Binance at the tour launch. As a global ambassador for the United Nations World Food Programme (WFP), The Weeknd has launched the XO Humanitarian Fund to support life-saving emergency operations in hunger-stricken areas around the world.