1. A method for identifying latent relationships between interests based on metadata of a plurality of digital multimedia objects, the method comprising: evaluating metadata associated with each digital multimedia object against a knowledge graph, wherein the knowledge graph is built from data comprising information external to each of the digital multimedia objects and wherein the knowledge graph provides a plurality of attributes, each attribute describing information relating to an event scheduled at one of a plurality of locations; associating, based on the evaluation, one or more of the plurality of attributes with each of the digital multimedia objects, the one or more attributes correlating with a time and a location described in the metadata of that object; identifying one or more concepts from a distribution of the associated attributes to each of the objects; and mapping each of the plurality of attributes to the one or more concepts based on the distribution.