This paper introduces "metaphysical branding" as a concept to analyze online evaluations of the jazz album "Kind of Blue" by Miles Davis. Five elements (rite of passage, believers, non-believers, self-improvement, and ritual) emerge from data analyzed via a netnographic approach. The study reveals that consumers actively co-create transcendent meanings, infusing the album with life-cycle extending, quasi-religious motifs. Metaphysical branding could be applied to marketing efforts for products and services demanding prolonged cognitive effort or dedication, such as the arts, education, or sports fandom.