The story of Seth Casteel and his diving dog photos is the perfect example of what happens when something goes viral and the person is prepared to take advantage of it. Seth was your typical on-the-move freelance photographer when he created the now famous underwater images of dogs diving in a pool after balls. As you’ll see in the story below by Wired on the Raw File blog, he was prepared to handle all the inquiries about him and his work, because he’d teamed up with the good people at Tandem Stills + Motion to handle licensing and PR. While it’s impossible to make something go viral or predict when it might happen it’s good to know professionals can turn all that attention into business.
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.
More than 1,000 people all over the world have subsequently asked him to shoot photos of their pets. 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.
He credits his licensing and PR firm, Tandem Stills + Motion, with successfully converting his new audience. Where many internet stars fade away after a few days of intense popularity, his firm capitalized on the traffic by handling most of Casteel’s business transactions and press requests.
“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. “Without [Tandem Stills + Motion] it would have been a fail.”