Abstract: A system enables user generated content (UGC) and data (collectively metadata) to be associated with playable media content in a GUI. A skin (metadata and GUI) overlays the media content and includes a set of markers associated with the selected media content, the markers with at least one of an elapsed time and a frame of the selected playable media content and including metatags relevant to the content of the media at the elapsed time or frame. The system includes a social networking and sharing platform and provides layers of meta-information that can be added, deleted, or edited without altering the original content. The system enables the tagging of objects within content and allows these objects to be matched to any category of interest, and allows sharing of such tags. The system enables ‘search & discovery’ by sorting and matching labels (e.g., title & description) and works with still image media, audio, or video.