Method and apparatus for managing multimedia content

A system for supporting content gifting using a server, comprising:

• one or more processors in communication with a memory storing computer-executable instructions that, when the computer-executable instructions are executed, the one or more processors are configured to:
• provide to an end-user an indication of available content from a media content server for purchase;
• provide to an end-user the option to purchase available content as a gift;
• receive, in response to a first end-user indicating a purchase of the available content as a gift for a second end-user, a request at the server, wherein the server comprises a common storage partition configured for storing media content and a plurality of end-user storage partitions configured for maintaining associations to portions of the media content stored in the common storage partition, wherein the request identifies media content purchased by the first end-user for the second end-user, wherein the second end-user is associated with one of the end-user storage partitions of the server;
• and
• store an association to the purchased media content in the one of the end-user storage partitions associated with the second end-user.

A non-transitory, computer-readable medium having computer-executable instructions stored thereon that, when executed by one or processors, cause the one or more processors to perform a method, the method comprising:

• providing to an end-user an indication of available content from a media content server for purchase;
• providing to an end-user the option to purchase available content as a gift;
• if a first end-user determines to purchase available content as a gift for a second end-user, then receiving a request at the server, wherein the server comprises a common storage partition configured for storing media content and a plurality of end-user storage partitions configured for maintaining associations to portions of the media content stored in the common storage partition, wherein the request identifies media content purchased by the first end-user for the second end-user, wherein the second end-user is associated with one of the end-user storage partitions of the server;
• and
• storing an association to the purchased media content in the one of the end-user storage partitions associated with the second end-user.