AB Majlis podcast: Inside Binance Blockchain Week with Kim Murphy

In this week’s episode of AB Majlis, Tala Michel Issa, Chief Reporter at Arabian Business sits down with Kim Murphy, Head of Global Event Marketing at Binance to talk about the strategy, pressure, logistics and creative ambition behind the upcoming event, offering a rare, unfiltered look at how the world’s largest crypto brand stages one of its most powerful global moments.

Dubai as the world’s Web3 stage

The 2025 edition, set for 3–4 December, is expected to surpass last year’s turnout. “We are expecting over 5000 attendees this year… We had 5000 people join us last year,” says Murphy, emphasising Binance’s commitment to growth. “We’re always trying to challenge ourselves: how do we go bigger and better than we did before?”

Dubai’s appeal is central to that ambition. “Dubai is such a hub for innovation… and such a huge hub for the Web3 industry,” she explains. In 2023, 60% of attendees flew in from more than 126 countries, solidifying the emirate’s position as a global crypto destination.

Strategic timing amplifies the effect. Positioned between Abu Dhabi Finance Week and the F1 Grand Prix, Binance Blockchain Week captures a moment when global decision-makers are already in the region. “We don’t see other events as competitors… this buzz and interest is amazing,” Murphy says.

A global production

Behind the scenes, Binance Blockchain Week is a year-long operation. “We’ve already started to plan 2026… It’s a 365-day-a-year commitment,” reveals Murphy.

The production is vast, spanning content studios, creative labs, social teams, video crews and on-ground operations. “We think about every teeny tiny little detail of the guest and user journey,” she says, noting that 16–20 people work solely on screen content for the arena.

Despite an Amazon Prime documentary being filmed around them last year, Murphy says it only energised the team: “I don’t think it adds pressure. I think it adds fun… It introduced a crypto Web3 conference to a much bigger, broader mass audience.”

This year, the event expands to three stages, including an innovation platform and a new CZ Labs demo day. The speaker lineup is stacked with names such as Michael Saylor, Peter Schiff, Tom Lee, and CZ, blending contrasting viewpoints to create what Murphy describes as “a dynamic agenda for every type of attendee.”

A maturing industry and the evolution of crypto conferences

Murphy has witnessed a visible shift in the tone and expectations of global crypto gatherings. “Three and a half years ago, it was very much like run at it and break things… whereas now, with regulatory and institutional adoption, it forces us to be a bit more thoughtful,” she says.

Today’s conferences attract policymakers, institutional investors, developers, creators, retail users and the crypto-curious, all in the same room. “You have to be careful about the content because the audience is so broad,” says Murphy, noting the need for responsibility and clarity in programming.

Yet the purpose remains unchanged: connection. Even as a digital-native company, Binance sees physical events as essential to building trust. “At the end of the day, our users are people… People need the opportunity to connect,” explains Murphy. “To build trust in this industry is showing up… answering the hard questions… being present in the good times and the bad times.”

Community at the centre

For Murphy, belonging is the foundation of Binance’s success. “Our users and our community are literally at the centre of every single decision we make,” she says. Binance is flying in 90 Angels and more than 300 global KOLs, reinforcing a culture built on accessibility and representation. “When you lead with a community-first narrative… making sure everybody feels they have a place isn’t that hard to do.”

Murphy hints at an even more immersive 2025 edition but insists community feedback remains the guiding force. “We read every single comment… We listen, and we take the feedback and always make sure to implement that into our planning for next year.”

And when asked about her dream future location for Binance Blockchain Week?

Murphy laughs. “The moon. Come on – if anyone’s going to do an event on the moon, it has to be Binance.”