Brian Jones, Alan Wilson, Jimi Hendrix, Janis Joplin and Jim Morrison died between 1969 and 1971, although a possible connection between their same death-age was not reported in the public press. Although some relations were occasionally noticed, those rather remained a side note. It was not until the death of Kurt Cobain, about two and a half decades after the last occurred, that the first idea of a "27 Club" was spread in the public perception.
According to Hendrix and Cobain biographer Charles R. Cross, the growing importance of the media — internet, television and magazines — and the response to an interview of Cobain's mother were jointly responsible for such theories. An excerpt from a statement that Cobain's mother, Wendy Fradenburg Cobain O'Connor, made in the Aberdeen, Washington newspaper The Daily World — "Now he's gone and joined that stupid club. I told him not to join that stupid club." — referred to Hendrix, Joplin, and Morrison dying at the same age, according to Cross. Other authors share his view.On the other hand, Josh Hunter and Eric Segalstad, writer of The 27s: The Greatest Myth of Rock & Roll, assumed that Cobain's mother referred to the death of his two uncles and his great uncle, who all committed suicide. According to Cross, the events have led a "set of conspiracy theorists [to suggest] the absurd notion that Kurt Cobain intentionally timed his death so he could join the 27 Club".
In 2011, seventeen years after Cobain's death, Amy Winehouse died at the age of 27, and there was a large amount of media attention devoted to the club once again. Three years earlier, she had expressed a fear of dying at that age.