diff --git src/js/media/views/media-frame.js src/js/media/views/media-frame.js
index 50a97f8045..ba6b415d7a 100644
--- src/js/media/views/media-frame.js
+++ src/js/media/views/media-frame.js
@@ -31,8 +31,13 @@ MediaFrame = Frame.extend(/** @lends wp.media.view.MediaFrame.prototype */{
 	initialize: function() {
 		Frame.prototype.initialize.apply( this, arguments );
 
+		var media = wp.media,
+			l10n;
+
+		l10n = media.view.l10n = window._wpMediaViewsL10n || {};
+
 		_.defaults( this.options, {
-			title:    '',
+			title:    l10n.addMedia,
 			modal:    true,
 			uploader: true
 		});