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The days of slapping up sponsorship banners and giving away free concert tickets are gone. Brands, artists, managers and labels demand a measurable ROI out of their partnerships. Durango created a unique and truly integrated partnership with Sony artist, Tyler Farr. The Durango partnership leveraged social, music and retail assets to create a partnership that drove music and boot sales. This partnership masterfully connected the brands' shared customer base with an offer that brought value to all stakeholders.