Crypto exchange Luno announced a multimillion dollar partnership with London entertainment venue KOKO, which has hosted performers from Charlie Chaplin to Kanye West.

Luno declined to disclose the size of its investment.KOKO will open a new "multi format space" called The Luno for live art and crypto focused events, such as talks on decentralizing technology, cryptocurrencies and how they are changing the relationship between music, artists and fans. It will also feature a digital gallery, according to an emailed press release Wednesday. As part of the agreement Luno customers will gain opportunities for backstage access, ticket giveaways, presale tickets and queue jumping at the venue, based in London's Camden Town.Ties between the entertainment and crypto industries are strengthening as each seeks to broaden their appeal to new audiences. Earlier this month, Binance, the world's largest crypto exchange, and OneOf, a non-fungible token (NFT) platform, partnered with this year's Grammy awards. And performers from across multiple genres have produced NFTs.“Every day the relationship between crypto and music grows stronger, with blockchain innovations beginning to revolutionize the industry, Sam Kopelman, U.K. country manager at Luno, said in the statement.Other performers at KOKO, which opens after refurbishment on April 29, have included Madonna, Prince, Stormzy, H.E.R. and Amy Winehouse.Luno is owned by Digital Currency Group, which also owns CoinDesk.

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