1) Every artist who's made an online release of their content in a desirable format (without DRM, etc) has seen sales in proportion to their general popularity. Every single one, without even one exception. The author claims Louis got an "inordinate" amount of attention, but I'm not sure this is the case. I suspect the same level of buzz would have been generated had he somehow managed to produce a DVD at the $5 price point with identical content.
2) Popularity is derived from interesting media products. There's no mumbo-jumbo about old media/new media. If you've produced something interesting and compelling, people will want to talk about it. Attributing the acquisition of fame to "traditional media" is brainless. Old media is no different than so called new media -- they both carry stories of interest relative to the level of interest.
And there are countless examples of folks who've generated their own buzz by producing a compelling product, as folks on HN should know better than anyone. You can buy a bit of publicity, but it's compelling, interesting and memorable content that creates a true monetizable spot in the public's consciousness. This is very repeatable and it is done daily.