In one embodiment, a computer implemented method is illustrated as including receiving selection data generated by a media player application, the selection data being related to digital content. Additionally, generating an instruction set that includes the selection data, the instruction set being formatted based upon a Uniform Resource Identifier (URI) schema. Inserting the instruction set into a query portion of a URI. A method is also illustrated as including receiving a URI associated with digital content, the URI containing an instruction set in a query portion of the URI. Parsing the instruction set to retrieve selection data relating to the digital content. Further, the method may include retrieving the digital content based upon the selection data. Moreover, the method may include generating a data stream including the digital content. Additionally, the method may include transmitting the data stream including the digital content.