Cryptocurrency has been gracing the stages of many big events this year including the Super Bowl and Oscars. Now, a new Binance deal is throwing the world’s largest crypto exchange into the Grammys.
Binance is the very first cryptocurrency exchange partner of the Recording Academy. As of this year, the platform has become the official sponsor of the annual Grammy Awards.
In a press release, Binance said they are looking to expand their partnership with the Recording Academy beyond an advertising opportunity. Yi He, the co-founder of Binance, claims the partnership will bring fresh blockchain-powered experiences to the show.
“Starting with the Grammys, we are excited to work together with the Recording Academy to bring fresh new experiences powered by blockchain and all the great things Web3 technology can bring to entertainment,” Yi He said in the statement.
The Grammys will take place on April 3 this year at the MGM Grand Garden Arena in Las Vegas to honor 2021’s best musical performances. The music awards show was scheduled to take place on January 31, but it was postponed due to the rapid spread of the Omicron variant.