the more things come to light, the more you can tell how long he has been planning it, and how WELL. He masterminded all of his own media. Take this link on youtube for example:http://www.youtube.com/watch?v=NKRXWKV3acY
Every comment on the video except for ONE is HIM. With different accounts, praising himself. Pretending to be different people. Follow the account that posted the video... see what other vids are linked and posted. They're mostly made to appear as fan videos... but they are posted by HIM. Then, for each comment under the video, (except for the scads where he is talking to himself about himself) find each new username and follow THAT account to all of the videos THEY have uploaded. You guessed it. Him.
It goes on and on and on. You can follow them all in loops and the style becomes apparent after a while as to what he's doing. It bounces from this "Sopranos" style poster to another "account" talking about "wow I can't believe Luka hangs out with the Russian Mafia!"
He was trying in earnest to build his name and reputation all by himself. Sadly, it's so transparent, you can tell most of the youtube accounts are created in the same time frame.