Binance announced Thursday that the cryptocurrency exchange will be the official partner of the Recording Academy, the organizer of the annual Grammy Awards.
According to a press release, the partnership could extend beyond just a branding opportunity. The crypto exchange suggested Web 3 initiatives with the Recording Academy are also in the pipeline.
“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,” Binance co-founder Yi He stated.
It is safe to assume that Binance is set to enter Hollywood through this partnership.
Meanwhile, this is not Grammys’ first Web 3 partnership. It has an exclusive three-year contract with OneOf to release NFTs that will commemorate the 64th, 65th and 66th Annual Grammy Awards.
