The Weeknd’s “After Hours Til Dawn” global tour is not your typical concert experience. Thanks to a partnership with Binance, fans can expect a full-fledged immersive experience that combines live performance and digital interaction to transform the idea of what a concert can be.
At each tour stop, fans can interact with on-site Augmented Reality (AR) experiences, while those who can’t attend the concert can engage with The Weeknd and Binance through online digital challenges. These challenges offer an opportunity for anyone, regardless of whether they are ticket holders or not, to unlock a new dimension and potentially win merchandise, concert tickets, and other prizes.
But the concert experience doesn’t just end at the venue. The Weeknd and Binance are launching an interactive, digital metaverse experience called enterthedimension.com as part of this unique fan experience. In this virtual treasure hunt, fans can unlock new levels, stages, and perks in the digital realm, providing a new way to engage with the artist.
The Intersection of Web3 and Traditional Performance Art
The Weeknd’s global tour is not just a fan experience. It also serves as a platform for positive change. Binance plans to offer an exclusive NFT collection later this year, open to any user, as a collaboration with The Weeknd. This collection promises several perks for holders and five percent of the sales from the Tour NFT collection will be donated to the XO Humanitarian Fund, started by The Weeknd and administered by World Food Program USA.
Global tour ticket holders will also gain access to Souvenir NFTs, which serve as a digital memento of the concert, a Web3 twist on the time-honoured tradition of preserving concert ticket stubs. At select tour stops, Binance will also host augmented reality portals.
Rachel Conlan, Binance VP of Global Marketing, said, “Our partnership with The Weeknd has provided an incredible platform from which we can showcase how Web3 can create deeper connections between the artist and their fans. It’s been exciting to work with The Weeknd’s team to push the boundaries of fan entertainment.”
In addition to AR experiences and digital challenges, fans have the opportunity to take part in puzzle-solving endeavors that can lead to snagging sought-after merchandise or securing passes to witness The Weeknd’s performances in future concerts.
Overall, The Weeknd’s “After Hours Til Dawn” global tour is a prime example of Web3 innovation combining with traditional performance art to create a more immersive experience for fans. With interactive, digital metaverse experiences, Souvenir NFTs, and augmented reality portals, the possibilities for the future of concert experiences are endless.