RealPlayer is the "advertiser, " if we were to re-contextualize this deal in terms of content publishing.

ENGADGET: Editorial: Legal torrent sites are innovators of media consumption

These experiences, to borrow the words of Tim Doody, re-contextualize oneself as a marvelous conduit in a timeless whole, through which molecules and meaning flow, from nebulae to neurons and back again.

CNN: Can ideas get you high?

Instead of re-contextualizing it on your instrument in music as part of your own composition, you could then re-contextualize the piece by taking the actual piece and putting it in a new setting.

NPR: Steinski Gives A Sampling History Lesson