Firefly Media Introduces CUSTOM BUILT for Tour Marketing, Led by Penny Guyon and Team

Marketing agency Firefly Media has launched CUSTOM BUILT, a new arm dedicated to tour marketing services, boasting an experienced creative marketing team.

Penny Guyon, founder of Firefly Media, will be joined by marketing specialist Nicole Martin and art director Greg Lindy. Together, they bring decades of experience in the live entertainment space, working with all kinds of artists, from developing acts to legacy stars.

The team will offer a full suite of CUSTOM BUILT marketing and promotional services and select à la carte support tailored to a client’s needs, whether they work in music, comedy and podcasting.

“We aim to bring a hands-on ethos to our approach,” Guyon. “We’re the antithesis to AI—we offer an authentic counter to that over-stylized template branding you see everywhere.”

Martin adds, “Given fans are clamoring for live experiences and want an emotional connection to the artist, we think this is perfect timing.”

Firefly Media has worked nearly two decades with The Who and handled publicity for their successful “The Song is Over” farewell tour in 2025, and the firm currently manages publicity for Roger Daltrey’s “Great Night Out” solo trek.

Firefly also works with 72 Music Management’s roster, which includes Blind Boys of Alabama, Bobby Rush, Here Come The Mummies and ZZ Ward, among others.

Guyon and Martin have overseen marketing efforts for large-scale events such as the Palm Springs Jazz Festival, which they have worked on the past three seasons. Martin is a marketing consultant for Musical Instrument Museum Music Theater, which books more than 300 shows annually in Phoenix.

_Originally reported by [Pollstar](https://news.pollstar.com/2026/09/18/firefly-media-launches-tour-marketing-arm-called-custom-built/)._