Binance Is Sponsoring the Grammys This Year

The crypto exchange said Web 3 initiatives with the Recording Academy are also in the works.

AccessTimeIconMar 31, 2022 at 2:27 p.m. UTC
Updated Mar 31, 2022 at 5:56 p.m. UTC

Zack Seward is CoinDesk’s contributing editor-at-large.

Binance wants its slice of the red carpet.

  • The company said in a press release Thursday that it is "the first-ever official cryptocurrency exchange partner" of the Recording Academy, the organizer of the annual Grammy Awards.
  • In a year of Super Bowl ad blitzes and Oscars TV spots, the Binance deal aims to get the world's largest crypto exchange by trade volume into the Hollywood spotlight.
  • Held this year in Las Vegas on April 3, the Grammys are meant to honor 2021's best musical performances.
  • Binance said in a press release that the partnership with the Recording Academy could extend beyond just a branding opportunity.
  • "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 said in a statement.
  • It's not the Grammys' first Web 3 foray. Last November, the awards show tapped the Tezos-based OneOf non-fungible token (NFT) platform for a three-year partnership.

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Zack Seward is CoinDesk’s contributing editor-at-large.

CoinDesk - Unknown

Zack Seward is CoinDesk’s contributing editor-at-large.