A method, system, apparatus, article of manufacture, and computer program product provide the ability to ingest a media content file. The media content file to be uploaded and managed in an enterprise media framework (EMF) is selected. Media content file(s) to be tagged are also selected. A mask matcher identifies a mask (having multiple parts) that identifies a file structure of information associated with the media content file. For each of the multiple parts and based on the information associated with the media content file, metadata is calculated and applied to the media content file.