The Weeknd’s “After Hours Til Dawn” global tour, in collaboration with Binance, offers a concert experience that goes beyond music. This immersive tour merges live performances with digital interaction, redefining the concept of a concert.
At each tour stop, fans can engage in on-site Augmented Reality (AR) experiences. Even those unable to attend in person can participate in online digital challenges hosted by The Weeknd and Binance. These challenges provide an opportunity for everyone, whether they have a ticket or not, to unlock a new dimension and potentially win prizes like merchandise and concert tickets.
To enhance the fan experience, The Weeknd and Binance have launched enterthedimension.com, an interactive digital metaverse. Through this virtual treasure hunt, fans can unlock new levels and stages in the digital realm, offering a fresh way to connect with the artist. Fans can also participate in puzzle-solving activities, which can lead to acquiring exclusive merchandise or passes to future concerts.
Ticket holders for the global tour also gain access to Souvenir NFTs, digital collectibles that serve as mementos of the concert. These NFTs add a Web3 twist to the traditional practice of preserving concert ticket stubs. Additionally, select tour stops will feature augmented reality portals hosted by Binance.
Binance plans to release an exclusive NFT collection later this year, available to all users, providing an opportunity for those who couldn’t attend the shows to participate. This collaboration with The Weeknd offers various perks for NFT holders. Furthermore, five percent of the sales from the Tour NFT collection will be donated to the XO Humanitarian Fund, initiated by The Weeknd and managed by World Food Program USA.
This tour not only offers an extraordinary fan experience but also serves as a platform for positive change. Binance Vice President of Global Marketing, Rachel Conlan, highlighted the partnership’s ability to demonstrate how Web3 can foster deeper connections between artists and their fans. The Weeknd’s “After Hours Til Dawn” global tour goes beyond a typical musical event and showcases the fusion of Web3 innovation with traditional performance art.