Instead, Romero assigned each track to each level late in development. Unlike the music, the sound effects for the enemies and weapons were created by Prince for specific purposes; Prince designed them based on short descriptions or concept art of a monster or weapon, and then adjusted the sound effects to match the completed animations. The sound effects for the monsters were created from animal noises, and Prince designed all the sound effects to be distinct on the limited sound hardware of the time, even when many sound effects were playing at once. Release Because id planned to self-publish Doom, as it neared completion they had to set up the systems to sell it. Jay Wilbur, who had been brought on as CEO and sole member of the business team, planned the marketing and distribution of Doom. He felt that the mainstream press was uninterested, and as id would make the most money off of copies they sold directly to customers—up to 85 percent of the planned US$40 price—he decided to leverage the shareware market as much as possible, buying only a single ad in any gaming magazine. Instead, he reached out directly to software retailers, offering them copies of the first Doom episode for free, allowing them to charge any price for it, in order to spur customer interest in buying the full game directly from id. Dooms original release date was the third quarter of 1993, which the team did not meet. By December 1993, the team was working non-stop, with several employees sleeping at the office; programmer Dave Taylor claimed that the work gave him such a rush that he would pass out from the intensity. Id began receiving calls from people interested in the game or angry that it had missed its planned release date, as hype for the game had been building online. At midnight on Friday, December 10, 1993, after working for 30 straight hours, the team uploaded the first episode to the internet, letting interested players distribute it for them. So many users were connected to the first network that they planned to upload the game to—the University of Wisconsin–Parkside FTP network—that even after the network administrator increased the number of connections while on the phone with Wilbur, id was unable to connect, forcing them to kick all other users off to allow id to upload the game. When the upload finished thirty