In the midst of battling lawsuits from the CFTC and SEC, Binance is launching a new metaverse dimension on Friday for The Weeknd’s “After Hours Til Dawn” tour. The company originally partnered with the Canadian singer in July 2022 to offer fans an interactive digital metaverse experience.
Starting at 10 am ET, fans can explore the metaverse or solve puzzles, even if they don’t have tickets to the tour. The platform offers a gamified treasure hunt that can unlock perks and challenges, providing users with opportunities to win exclusive merchandise or future concert tickets. Additionally, ticket holders may receive souvenir NFTs linked to autographed merchandise or VIP experiences, depending on market conditions.
However, Binance has faced its share of setbacks lately. The global cryptocurrency exchange experienced net outflows of $1.5 billion following the SEC enforcement action, and Binance.US announced upcoming layoffs. Despite these challenges, the collaboration with The Weeknd demonstrates how Web3 can create deeper connections between artists and fans, said Binance’s vice president of global marketing, Rachel Conlan.
Moreover, Binance plans to launch an exclusive NFT collection for the tour later this year. A portion of the sales, 5%, will be donated to the XO Humanitarian Fund, an initiative founded by The Weeknd and administered by the World Food Program USA.
Fans of The Weeknd can enjoy this new metaverse experience while also contributing to a good cause. However, the impact of Binance‘s ongoing legal battles on the collaboration remains uncertain.
On one hand, the digital metaverse partnership may continue to showcase the potential of Web3 in the entertainment sphere. On the other, skeptics might argue that difficulties faced by Binance could put a damper on the project and potentially affect users’ willingness to participate.
As the world continues to explore blockchain and cryptocurrencies, innovative collaborations like this one between Binance and The Weeknd will pave the way for the future of the music industry. Whether the ongoing legal challenges faced by Binance have a lasting impact on the venture remains to be seen. However, there’s no doubt that such partnerships push the boundaries of technology and entertainment, making them increasingly difficult to ignore.
Source: Blockworks
