Cryptocurrency exchange Binance is accelerating its entry into mainstream advertising, as evidenced by some of its recent moves, the latest one being the 64th Grammy Awards.
Announcing the official marketing partners for the 2022 #GRAMMYs:@binance, @IBM, @Mastercard, @OneOfNFT, @GreyGoose, @Bulova, @Hilton, @SIRIUSXM, @people, @FIJIWater, #FronteraWines, and @United are all supporters of this year's GRAMMY Awards. 👏 https://t.co/f1uTycasue
— Recording Academy / GRAMMYs (@RecordingAcad) March 31, 2022
The exchange announced Thursday that it has become the “first-ever” official crypto partner of the 64th Grammy Awards, an esteemed music awards ceremony held every year by the Recording Academy.
Binance will also bring various “Web3 technology solutions and experiences” to the organization’s members, events, and initiatives throughout the year. Meanwhile, details of the partnership will be announced at a later date.
Recording Academy Co-President Panos A. Panay said in the press release:
“…we feel that it’s important to work with innovative partners to explore new monetization avenues for our members and create new experiences for music fans. As the leading player in the crypto and blockchain space and with its community-focused approach, Binance is the perfect partner for the GRAMMYs and for our mission to empower music people around the world.”
While Binance is the first crypto exchange partner of the music event, the Recording Academy made its first foray into the Web3 space after collaborating with the Tezos-based non-fungible token (NFT) platform ‘OneOf’ last year. The two signed a three-year contract where OneOf will release NFTs for the 64th, 65th, and 66th annual Grammy Awards.
— Recording Academy / GRAMMYs (@RecordingAcad) November 1, 2021