This paper aims to elucidate the phenomenon of online Mash-Up as one type of consumer generated media (CGM). This phenomenon provides a suitable context for theorizing onthe changing nature of production and consumption and an emerging resource-based view on consumption. Based on netnographic inquiries we contribute a first systematic assessment and categorization of the phenomenon for further study of CGM and value creation in media spheres. We propose three types of Mash-Up and introduce the notion of Mash-Into clarify the difference between combinatorial and compositional logics. The paper concludes with a discussion and future research agenda.