Uploading
Images and video go into your Media library from the Media page, or straight from the AI generation flow. Every file is uploaded once, workspace-wide - it isn't tied to a single store or screen at upload time, which is what makes reusing it across locations later possible (more on that below).
Folders, for structure
Folders keep a growing library navigable - one per campaign, one per season, one per store if that suits how your team thinks about content. They're purely organizational; a file's folder doesn't restrict which screens or stores it can be assigned to.
Labels, for cross-cutting groups
Labels solve a different problem: tagging media (and stores, and screens) with a group that doesn't fit a single folder - "chain-wide," "drive-thru-only," "Q4 promo." You can target an update at a label instead of picking every store individually, which is the fastest way to push one piece of content to a specific slice of a large chain.
Approval workflows, if you want a review step
If your workspace enables media approvals, a newly uploaded or AI-generated file sits in a pending state until an admin approves it - it can be assigned to playlists and screens either way, but won't actually go live until it clears review. Turn this on for teams where a manager shouldn't be able to put unreviewed content on a public-facing screen unsupervised.