diff --git a/Makefile b/Makefile
index deeaa1009..af677c038 100644
--- a/Makefile
+++ b/Makefile
@@ -31,14 +31,14 @@ test: Dockerfile.test alpine/initrd.img alpine/kernel/x86_64/vmlinuz64
 TAG=$(shell git rev-parse HEAD)
 STATUS=$(shell git status -s)
 ifeq ($(DOCKER_EXPERIMENTAL),1)
-EXP_PREFIX=experimental-
+MEDIA_PREFIX?=experimental-
 endif
 media: Dockerfile.media alpine/initrd.img alpine/kernel/x86_64/vmlinuz64 alpine/mobylinux-bios.iso alpine/mobylinux-efi.iso
 ifeq ($(STATUS),)
-	tar cf - $^ alpine/mobylinux.efi | docker build -f Dockerfile.media -t mobylinux/media:$(EXP_PREFIX)latest -
-	docker tag mobylinux/media:$(EXP_PREFIX)latest mobylinux/media:$(EXP_PREFIX)$(TAG)
-	docker push mobylinux/media:$(EXP_PREFIX)$(TAG)
-	docker push mobylinux/media:$(EXP_PREFIX)latest
+	tar cf - $^ alpine/mobylinux.efi | docker build -f Dockerfile.media -t mobylinux/media:$(MEDIA_PREFIX)latest -
+	docker tag mobylinux/media:$(EXP_PREFIX)latest mobylinux/media:$(MEDIA_PREFIX)$(TAG)
+	docker push mobylinux/media:$(MEDIA_PREFIX)$(TAG)
+	docker push mobylinux/media:$(MEDIA_PREFIX)latest
 else
 	$(error "git not clean")
 endif