TikTok is teaming up with XO, Republic Records and Wave on The Weeknd Experience, a virtual experience tied to the After Hours album from rhythm-and-blues star The Weeknd.
Wave, which creates interactive virtual entertainment experiences, created the XR (augmented, virtual, and mixed reality technologies) experience for TikTok, which said in a blog post that viewers will “be captivated and suspended in space while The Weeknd invites you into the awesome madness of his world, as seen through his own eyes.”
The Weeknd Experience will also include hashtag challenges and other creative effects.
It takes place Friday, Aug. 7 at 5:30 p.m. PT/8:30 p.m. ET on the official @tiktok account, and fans can RSVP here.
There is more to The Weeknd Experience than entertainment, as funds will be raised for the Equal Justice Initiative, with fans able to donate directly via the TikTok application—TikTok said it will “match funds raised up to a generous amount”—and through the sale of exclusive merchandise inspired by The Weeknd Experience, with proceeds donated to Equal Justice Initiative and TikTok again matching those proceeds with “a generous donation.”
The new merchandise capsule release will be available here Aug. 6 through 10.
TikTok said After Hours was the most-streamed R&B album in history, and its second single, “Blinding Lights,” inspired over 1.5 million video creations on its platform, generating tens of millions of views and spurring the #BlindingLightsChallenge.