Black Rifle Coffee Company (BRCC) co-founder Mat Best released an original song and music video, “Folded Flag,” ahead of Memorial Day weekend.
Best, a former Army Ranger, and BRCC, a veteran-founded company, made a deliberate Memorial Day decision to forgo a traditional sale. Instead, they released a music video honoring fallen service members and their families, alongside a $150,000 donation to support Gold Star families through the Major Brent Taylor Foundation. (RELATED: Honoring The Sacrifices Of American Heroes: Mat Best)
In an interview with the Daily Caller ahead of Friday’s release, Best reflected on his experience as a veteran, the inspiration behind the project, and the process of creating the song and video, which were designed to honor fallen service members and recognize the sacrifice of Gold Star families.
Best described his songwriting process as centered on remembrance, saying that sometimes “the idea just hits and it just writes itself.” He said the inspiration came while he was on a flight to Los Angeles to direct another production, noting the song came together in a moment of reflection with “a glass of wine” in his hand.
He also credited his business partner, Evan Hafer, with supporting the release of the song and production of the video. He said there were “no restrictions” and that everyone was aligned in moving forward to share its message, with no intent to sell a product.
“I’m not trying to rip my arm off and pat myself on the back, but this was literally us saying, how do we do something hopefully that forever can be instilled in American culture as the proper way to celebrate Memorial Day, and we don’t want really anything from it,” Best told the Caller.
Proceeds and awareness generated by the music video will support the Major Brent Taylor Foundation, which was founded by Gold Star wife Jennie Taylor after her husband, Major Brent Taylor, was killed in action while deployed overseas. The foundation was created to support Gold Star families by building community, providing resources and standing beside those navigating life after loss.
Best said the decision to partner with the foundation came through BRCC’s head of philanthropy, describing it as “really grassroots.” He said the partnership will continue beyond Memorial Day weekend, with plans already underway for a larger community event for foundation families at Fort Benning later in 2026. BRCC aims to bring around 60 Gold Star families to participate.
Crew on the set of Mat Best’s music video for the song “Folded Flag.”
During his interview with the Caller, Best said he is reminded daily of the song’s meaning. He noted that his father, a Vietnam veteran, passed away after battling cancer. He pointed to his father’s ashes and folded flag, which were sitting in front of him.
“I get to walk by him every day and just like smile and just be so thankful that I had a present father in my life,” he said, adding that BRCC is trying to approach Memorial Day the “right way.” (RELATED: Navy SEAL Andrew ‘Sully’ Sullivan Reflects On Memorial Day And The True Meaning Of Sacrifice)
He also reflected on the loss of one of his closest friends, Luke, who was shot and killed in Iraq in 2008.
“I was just kind of like reminiscing about all the fun times we had together, but then you also think about his wife who had to go on and raise their child by herself who lost their father, and there’s just so much in that,” he said.
Best emphasized that he “never wanted this to come off like I’m making a song just to get streaming revenue for Memorial Day,” underscoring that the project was intended to support and raise awareness for Gold Star families rather than capitalize on the holiday.
Mat Best on the set of his music video for the song “Folded Flag.”
The Caller asked the BRCC co-founder about the song’s classic rock-country sound and whether it was inspired by country music’s long history of tributes from well-known artists, and whether his own experiences losing friends and his father shaped that perspective.
Best contrasted Folded Flag with what he sees as more manufactured tributes, saying, “Some other country music artists have been, in my personal opinion — and I’m not throwing shade — have been manufactured to benefit off of the holiday because there are people that actually have … been through that,” he said.
“I’ve lived a lot of that, and what I really tried to do is bring in a lot of my friends from special operations and bounce this idea off through the writing process,” he continued.
He added that 90% of the people featured in the military scenes in the music video are special operations veterans and everyone involved is a combat veteran.
“Those little small details, I hope, really play into the authenticity,” he said. (RELATED: Remembering The 13 Lives Lost In Operation Epic Fury)
The Caller asked what Americans often get wrong about Memorial Day and what he wants younger generations to understand. Best told the Caller that Memorial Day is often reduced to a single weekend, but the grief for families extends far beyond the holiday.
Behind the scenes of the music video for Mat Best’s song “Folded Flag.”
He said he hopes younger generations understand that the sacrifice doesn’t end with a burial, adding that “there’s complex issues with it,” and this is not something that stops once “the casket goes in the ground.” Best stressed that families carry that burden for the rest of their lives, saying it underscores the true weight and seriousness of Memorial Day and why it should be treated with reverence.
Best’s song is available now on Spotify, Apple Music, Amazon Music and YouTube Music. Those who want to support Gold Star families can learn more or make a donation at majorbrenttaylor.com in honor of a fallen service member.