Black Rifle Coffee co-founder Mat Best has written and released "Folded Flag," an original song and music video honoring fallen service members and their Gold Star families.
The release is backed by Black Rifle Coffee Company's $150,000 contribution to the Major Brent Taylor Foundation.
"Memorial Day should be spent with the people you love, grilling, laughing, and enjoying the freedom we've all been given," said Best. "But that freedom was paid for by men and women who didn't make it home, and by families who carry that loss every single day.”
"Folded Flag" delivers a raw and powerful message about what the folded American flag represents - not just service, but loss and what is left behind in its wake.
The song draws from Best's personal experiences in the military, the close friends he lost in combat, and the enduring weight carried by Gold Star families. At its core, it is a tribute to those who never came home and the lives forever changed because of it. Authenticity is central to the project. The individuals featured in the video are real combat veterans, many from the special operations community, bringing lived experience and credibility to every frame.
He added that "Folded Flag" is not only a reminder of that weight, but is also “a hopeful way to honor the ones we've lost, the families who continue to live with that sacrifice, and the cherished memories they carry with them. Because while we set aside one day to remember, the truth is every day of the year is Memorial Day for someone.”
The foundation was established by Jennie Taylor after her husband, Major Brent Taylor, was killed in action while serving overseas. It supports Gold Star families by building community, providing resources, and standing beside those navigating life after loss.
"We need to get back to the real meaning of Memorial Day in this country. For families like mine, it is deeply personal," she said.
The contribution is part of a broader BRCC commitment to deliver millions in support to veterans, active-duty service members, first responders, and their families this year — through both direct funding and ongoing, hands-on support.
"Folded Flag" is available now on Spotify, Apple Music, Amazon Music, and YouTube Music, with the official music video here. 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.
Reach Julia LeDoux at Julia@connectingvets.com.
