A lot of big pop stars develop major endorsement deals in fashion or the beverage arena. This has almost become a rite of passage for those who want to be a world-renowned superstar. However most do not align themselves with companies that might be seen as risky or are on the cutting edge of certain technological advances. The Weeknd, whose music has always avoided skewed the line between pop and r&b, is now aligning himself with PAX, a tobacco and marijuana vaporizer company to create custom products that can be found on "The Hills" crooner's The Madness Tour across North America this fall.
PAX Labs CMO Richard Mumby describes The Weeknd as "one of the exciting and relevant musicians today." The company will be one of the official sponsors on the tour. Fans can purchase the limited edition The Madness Tour PAX 2 for $324.999 that comes with signature artist branding, including the signature "XO" logo, a yellow LED light and other hidden features.
"As one of the most exciting and relevant musicians today, The Weeknd was the ideal artist for an exclusive PAX 2 device collaboration," said Mumby in a statement. "Abel has a distinct and discerning style, and he has provided a new and unexpected way for us to showcase our brand. We are always looking for new ways to connect with our customers and fans, so this was the perfect opportunity to bring together The Weeknd's style with our technology."
PAX has started to make its presence felt at music events across the country. It hosted an afterparty at Outside Lands with Toro y Moi and another in New Orleans after Voodoo Music & Arts Experience with Gorgon City.
The new vaporizer will be sold on the tour and at select boutique stores nationwide, in addition to online via the company's website.
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