The study delves into the nuanced dynamics of attachment within the context of music artists and their fans, extending the discourse to parallelisms with attachment to other mediums like brands and products. Drawing from the premise that human beings inherently seek attachments for psychological well-being and social belonging, this research broadens the scope of attachment beyond interpersonal relationships to include connections with creative products and personal “heroes” like music artists. Specifically, the paper aims to identify the factors shaping the relationship between fans and artists. The research employs an inductive approach through qualitative interviews with regular music listeners. Moreover, it also involves netnographic analysis of online fan communities. In terms of findings, the research identifies key dimensions shaping the fans-artists bond: emotionality, identity, sociality, and the perception of music. The study’s findings illuminate the multifaceted nature of attachment in the digital age, revealing diverse modes of fan engagement ranging from deeply emotional and identity-driven connections to more casual, background interactions with music. A key contribution of this study lies in the development of a fan taxonomy based on varying degrees and modes of attachment, offering new insights into consumer behaviour in the creative sectors.