This chapter investigates the influence of music videos (MV) on brand attachment in heritage destinations, specifically the effects of music video-induced emotions. Drawing on Stimulus-Organism-Response (SOR) theory and sensory marketing theory, it proposes a conceptual framework for examining the relationship between music video-induced emotions and heritage destination brand attachment. Domestic tourists (N = 152) to Hue city, Vietnam were given an online questionnaire after watching MV footage filmed at two heritage sites in the city. Structural Equation Modelling (SEM) was used to assess their nostalgia and fantasy proneness. Results suggest that emotions induced by music in marketing videos can directly trigger tourists’ attachment to historical destination brands, either independently or through the mechanisms of historical nostalgia and fantasy proneness. This chapter provides valuable insights for destination operators seeking to leverage music as an effective tool for enhancing tourists’ destination image.