Where is my data? That is the question. No one knows for sure, no one has full control. Digital assets management can no longer rely on casual habits and physical media alone: device failure probability increases every day, stored data can become inaccessible at any time. The cloud is the safest place not only for data resilience but also for keeping precious works available for business and cultural outreach opportunities. Mnemonica's new proposal for masters hot archiving enables this leap forward to the benefit of all stakeholders: producers, distributors, broadcasters, archives, post-production labs, and institutions.