The founder of Black Rifle Coffee is honoring fallen soldiers with a new music video
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Black Rifle Coffee founder Matt Best is known for more than his multi-million dollar beverage empire; now, he’s showing off his musical talents in a new music video that pays tribute to fallen soldiers.
The viral entrepreneur released the country song “Folded Flag” on Fox Nation on Friday. A description on the official YouTube video explains the song’s purpose and a timely partnership with the Major Brent Taylor Foundation ahead of Memorial Day weekend.
The veteran-owned coffee brand, Black Rifle Coffee Company, has many sales inspired by the war. (Black Rifle Coffee Company)
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“‘The Folded Flag’ is a tribute to the men and women who gave their all for this nation and the families who carry their memory forward,” the description reads. “Time takes everyone, but some are wrapped in this flag, passed on to the living, and never come back. What remains is this nation, which owes us forever, and its memory is woven into every thread.”
The Major Brent Taylor Foundation was established on what would have been Taylor’s 40th birthday and aims to honor his “life of service, leadership and sacrifice,” according to the organization’s website. Taylor was killed in November 2018 while deployed to Afghanistan with the Utah Army National Guard.
Best enlisted in the US Army at age 17. He served five tours of duty in Iraq and Afghanistan with the 2nd Ranger Battalion, 75th Ranger Regiment. After leaving the military, he worked as a contractor for the CIA, and he believes that experience prepared him for success in civilian life.
Noah Gragson, driver of the #10 Black Rifle Coffee/Ranger Boats Ford, drives during practice for the NASCAR Cup Series Daytona 500 at Daytona International Speedway on February 16, 2024 in Daytona Beach, Florida. (Photo by Jared C. Tilton/Getty Images)
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Best has a long history of giving back to the military community. During an appearance on “Fox & Friends,” he revealed his company’s partnership with country star Riley Green to clear $25 million in medical bills for 10,000 veterans.
“Serving my country and serving this great nation is at the core of who I am,” Best said. “And I think you see that in the ethos of Black Rifle. And that’s why Evan [Black Rifle Coffee chairman] and I have been in business together for 12 years. We see the same kind of world and care for people who raise their right hand. “
A 10th Mountain Division soldier fires an M4 rifle during a platoon Situational Training Exercise on a range in Arta, Djibouti, Aug. 25, 2018. (US Air Force photo by Senior Airman Haley D. Phillips)
He and Black Rifle Coffee also partnered with Folds of Honor in 2025 for a celebrity softball game called Rock ‘n Jock, which raised money for active duty service members and their families.
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The excellent YouTube channel boasts over 1.5 million subscribers, where he posts music, vlogs and war-themed content. Black Rifle Coffee Company is reported to make $400 million in revenue by 2025.
On Fox Nation, Best has made several appearances, including “Modern Warriors,” a former wartime series, and “Veterans, Inc.,” a show that highlights veteran businesses.
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