Abstract: A system and method is directed to selecting a media file for a mobile device. The system is configured to select a media file from a plurality of media files based in part on a selection rule, and a heuristic associated with the media file. Heuristics are collected based in part on execution of the media file. The heuristics may include skipping a media file, repeating a-media file, and a frequency of execution of the media file. In one embodiment, a user interface enables a consumer to determine a frequency the media file is selected. The selection rule may include selecting a media file based on an artist, a seasonal characteristic of the media file, size of the media file, frequency of selection of the media file, and other heuristics associated with the media file.