Humans die daily. The way that people deal with the demise of loved ones is different when compared to the death unknown people, producing different kinds empaths. The consumer, curiously, also behaves differently in front of the deaths of idols and outstanding personalities in their lives, even when the relation is distant and non-reciprocal. This behavior is exploited by the broad industry (in this study, specifically the music industry), selling an experience of reviving the artist s remarkable moments and leading to a media explosion, reactivating forgotten artists and even generating posthumous celebrities. This work aims to understand the consumer side of the fatalities, understanding what makes him feel touched by a person with a small or nonexistent kind of contact, based on concepts of Value, Feeling and Perception, Consumer Behavior, Phonographic Industry and Celebrities.