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Here is why you have to build momentum well in advance of the release of your project. Louis CK apparently surprised fans with the release of his new web series Horace and Pete. With no build up, getting a hungry audience waiting for the release, he found himself in serous debt as a result.

According to the A.V. Club, "CK says he became so enamored with the idea of surprising fans, he kind of forgot he had to sell the thing as well:"

"I didn’t tell anybody about it cause here’s the thing: I got so excited by the idea of having a show appear from nothing. So I made the first four and I didn’t tell nobody, and it made a nice little amount of money, but when I got to episode four I was like “Hey gang, I don’t have any money!” So I had to take out a line of credit… I’m millions of dollars in debt right now."

Rather than use established services like Vimeo on Demand or Amazon, Louis CK chose to sell the show for approximately $3 per episode from his own website. You may remember he made big news years ago, and I certainly wrote a lot about it, when he released his own comedy special for $5 from his website and made over $1 million is a couple of weeks selling it. We can only hope as press continues about his latest endeavour, that fans will jump in and buy the show, allowing him to profit enough to pay actors like Steve Buscemi and Alan Alda their cut.