Binance looks to scale Web3 to a new audience by strategically partnering with a global showcase like the GRAMMY awards.
And the GRAMMY Goes to Binance
Binance, a global cryptocurrency exchange, has confirmed a brand new partnership agreement with the ‘Recording Academy’ to become the first-ever cryptocurrency exchange partner of the Annual Grammy Awards.
The first step in this new partnership––announced on April 1 through Binance Blog–– will focus on the upcoming 64th Annual GRAMMY Awards beginning on April 4, at 00:00 UTC. There will also be participation in GRAMMY Week events which includes the brand new Recording Academy Honors celebration.
“As we continue to evolve the Recording Academy for a rapidly changing music industry and for the next generation of creators, 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,” says Panos A. Panay, Recording Academy Co-President. “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.”
Mainstream Web3 Adoption
Web3 is increasingly developing into the mainstream lingo as more global brands and institutions are adopting this approach.
Binance also recently announced a slew of new executive hires, including a former Microsoft exec, to scale Web3 for the masses. Having a presence at a globally recognized event like the GRAMMY’s is a significant step in that endeavor.
“We were impressed by the Recording Academy’s ability to meet changing demands by its community – this is something we mutually share as a company that puts users and people first,” says Yi He, Binance Co-Founder. “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.”
As the crypto industry begins to see increasing mainstream adoption, you can expect to see much more of these types of partnerships. We have already seen other exchanges partner with celebrity ambassadors and even purchase naming rights to major sports arenas like the Crypto.com Arena in Los Angeles and the FTX Arena in Miami.
The 64th Annual GRAMMY Awards will occur at the MGM Grand Garden Arena in Las Vegas on Monday, April, 4, 2022 at 00:00.
What Is The Recording Academy?
The Recording Academy represents the voices of performers, songwriters, producers, engineers, and all music professionals. Dedicated to ensuring the recording arts remain a thriving part of our shared cultural heritage, the Academy honors music’s history while investing in its future through the GRAMMY Museum, advocates on behalf of music creators, supports music people in times of need through MusiCares®, and celebrates artistic excellence through the GRAMMY Awards — music’s only peer-recognized accolade and highest achievement. As the world’s leading society of music professionals, they work year-round to foster a more inspiring world for creators.
For more information about the Academy:
Website | Twitter | Instagram | YouTube | TikTok | LinkedIn |
Source : bsc.news
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