Binance is now the GRAMMYs' official cryptocurrency exchange partner.
Ahead of the 64th GRAMMY Awards that took place on 4 April, the cryptocurrency company shared that they will be partnering with the Recording Academy to bring various Web3 solutions and technology to the coveted awards show.
"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," said Recording Academy Co-President Panos A. Panay. "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."
"#Binance is sponsoring the Grammys this year.
— Binance (@binance) March 31, 2022
The crypto exchange said Web 3 initiatives with the Recording Academy are also in the works."https://t.co/lpuO0uYBa2
This comes as Binance's most recent partnership. Previously, the blockchain company announced their collaboration with a slew of music labels and companies including K-pop powerhouses SM Entertainment and YG Entertainment.
"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," said Binance Co-Founder Yi He. "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."
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