Matt Best Releases Song to Honor Fallen Service Members
Matt Best, co-founder of Black Rifle Coffee Company (BRCC) and a former Army Ranger, has launched a new song and music video titled “Folded Flag” just in time for Memorial Day weekend.
In a noteworthy move, BRCC, which was established by veterans, decided to forgo typical sales on Memorial Day. Instead, the company is using the occasion to honor those who have served by donating $150,000 to assist Gold Star families through the Major Brent Taylor Foundation.
Before the song’s release, Best spoke about his background as a veteran, the motivation for his project, and the creative journey behind the song and its accompanying video—both intended to honor fallen military personnel and support Gold Star families.
Best shared that his songwriting process is often spontaneous. He recalled how an idea for the song came to him while flying to Los Angeles for another project. Inspired, he wrote down the concept with a glass of wine nearby.
He also acknowledged the contributions of his business partner, Evan Hafer, who supported the song and video production. Best noted that the project was free of restrictions and aimed solely to convey a powerful message.
“We want to create something memorable that truly respects the spirit of Memorial Day, with no personal gain,” Best remarked in his interview.
He elaborated on the revenue generated from the music video, mentioning the foundation’s goal of fostering community support for Gold Star families, initiated by Jenny Taylor after her husband was killed in action.
Best mentioned that partnering with the foundation sprang from a grassroots effort, and he hopes this collaboration will extend past Memorial Day, with plans for a significant community event in late 2026 at Fort Benning, where around 60 Gold Star families are expected to participate.
Reflecting on personal loss, Best shared that his father, a Vietnam veteran, passed away following a cancer battle, leaving a strong impression on his understanding of sacrifice. He frequently walks by his father’s ashes and a folded flag, feeling gratitude for their time together.
He added, “This song is not about making money but is instead focused on honoring Gold Star families.” Best also talked about the death of his friend Luke, who was killed in Iraq in 2008, emphasizing the emotional weight these losses carry.
Best was asked about the classic rock-country vibe of “Folded Flag” and whether his own experiences influenced its creation. He distinguished his tribute from others he perceived as more commercially driven, emphasizing genuine experiences over manufactured sentiments.
He highlighted that nearly all the individuals appearing in the military scenes of the video are veterans, reinforcing the song’s authenticity.
Furthermore, Best addressed common misconceptions regarding Memorial Day, urging the younger generation to recognize that grief continues long after the holiday passes. He noted that families carry this burden throughout their lives, stressing the importance of treating Memorial Day with the respect it deserves.
The song is now available for streaming on platforms like Spotify, Apple Music, and YouTube Music. For those wanting to support Gold Star families, more information and donation opportunities can be found through the Major Brent Taylor Foundation’s website.
