A method of performing digital asset management of media content. In this method, a watermark reader device reads a watermark embedded into media content. The watermark conveys watermark information, such as a content identifier and creator identifier. The reader forwards the watermark information to a router. The router then uses the watermark information to find a metadata database identifier. It then sends a request for metadata along with the watermark information to the metadata database identified by the metadata database identifier. The metadata database uses the watermark information to find related metadata for the media content and sends the related metadata to the reader device.

 
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