In a press release on Thursday, crypto exchange Binance announced to be sponsoring this year’s Grammy Awards.
As “the first-ever official cryptocurrency exchange partner” of the Recording Academy, the organizer of the awards, Binance said the deal is more than just a branding opportunity for the exchange. Binance co-founder Yi He said:
“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,”
This year’s Grammy Awards will be held in Las Vegas on April 3 and will now have the world’s largest cryptocurrency exchange present on the red carpet.