Cloud Computing has become a desirable state for the mobile users by providing anytime and anywhere access to various services and resources. Likewisemultimedia data such as audio, images, video and gif files covers the maximum part of the network traffic, as most of the data shared, produced, processed and stored through numerous sources such as smart phones, computers, sensor networks, satellites, medical records etc. is of multimedia type. Such form of data requires huge computing power and storage capacities along with the major security constraints. Mobile devices with limited configuration and low computing powers are not able to match with the high level computing and manipulations required by costly multimedia softwares. That’s why demand for the Multimedia Cloud

Computing came into frames. As multimedia data has distinct computing, storage and security constraints, this field has become anemerging and latest area of research. Many researches have also proposed separate architectures for Multimedia Cloud Computing. Security, integrity and confidentiality of private and secret media files is always a matter of stake for cloud users as well as for cloud providers. For multimedia cloud security concerns, cryptography is a guaranteed solution. This paper has discussed about the various needs and challenges faced by the multimedia cloud providers. This work has also proposed a hybrid cryptography algorithm based end-to-end encryption (E2EE) approach to maintain integrity and confidentiality in multimedia cloud computing environment. The second last section provides a performance analysis for the algorithm in terms of tables and graphs to justify the results.