The company's smaller size and client focus was also instrumental. “The business side is so important because you can have something go viral and be silly about it and you won't make a dollar off it,” Casteel says. His website crashed a couple times because of the hundreds of thousands of hits he continues to receive, but that seems to have been the only hiccup. While many viral stars have floundered under the attention, Casteel says he was actually well positioned to deal with the onslaught. “I could have never predicted anything like this,” says Casteel, who seems to have remained humble in the face of his newfound fame. He’s got a line of publishing houses fighting to get the rights to his forthcoming book of underwater dog photos, and he’s made appearance on, or in, most major American news publications from the The New York Times to Good Morning America. More than 1,000 people all over the world have subsequently asked him to shoot photos of their pets. On that fateful February 9th, the photos mysteriously landed on Reddit, Facebook, Google+ and then Warholian, becoming one of the hottest trends amongst viewers on at least five or six continents. He was actually on a shoot for Animal Planet when the photos first started to get around. He sometimes struggled to pay the bills, but his list of clients was growing. Before the photos spread across the world, Casteel was doing okay as a freelance photographer.
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