Digital media skills are becoming more important in contemporary Australia. As the digital economy gains momentum, the 2020 Australian Digital Inclusion Index reports a continued gap between rural Australians and urban Australian, indicating the continued existence of the digital divide. However, almost half of all Year 10 Australian students did not have sufficient information and communication technology (ICT) skills in 2014. Thus, understanding how rural students who are interested in digital media careers learn and develop digital media skills is important for improving digital media education for isolated student groups. This research draws on 25 interviews with rural Queensland students contemplating careers both within and outside digital media industries. The findings show different forms of cultural capital students draw on to further their digital media skills, including extracurricular opportunities and self-learning. This research highlights the interviewed students' perceptions of the value of digital media learning based on their career aspirations.