Taylor Swift's Midnights may have given us the soundtrack to Sad Girl Autumn, but for direct-to-consumer casket company Titan, the album provided something infinitely more valuable: free press.

The Massachusetts-based business, which supplies caskets at significantly lower prices than funeral homes typically charge, enjoyed a major PR moment thanks to Swift's music video for "Anti-Hero," the third track off her new project.

The visual, directed by Swift herself, includes a skit that imagines her funeral — and where there's a funeral, there's (usually) a casket. A polished bronze beauty, Swift's sarcophagus is made by none other than Titan, which published a press release announcing its supporting role in the clip. (Somehow, fan account @tswiftstyle managed to identify the casket days before Titan made an official announcement. The FBI works hard, but Swifties work harder.)

"We did not pay for the placement," Titan co-founder and COO Joshua Siegel clarified over email. "A production company bought the casket from us in July for a music video, but we never could have imagined it was for one of the most famous and universally liked artists on the planet."

Titan's inclusion in the video was spotted by an employee, who brought the cameo to Seigel's attention. "We're excited for the coverage it brings to our mission around consumer rights," he said, adding that the video's release came at an opportune time.

The day before Swift's video dropped, Titan — which recently secured $3.5 million in funding — presented in front of the Federal Trade Commission, which protects families' rights to purchase caskets from third-party providers rather than directly from a funeral home.

Has Taylor Swift's "Anti-Hero" video inadvertently rendered her the face of the DTC casket revolution? Will Midnights spark a reckoning in the funeral home industry? Probably not, but the saying still stands: her impact.

What To Read Next

  • Image on Highsnobiety

    Bellerín Is Back, Raf Simons Signs Out, & Julia Fox Saves the Day

  • Image on Highsnobiety

    Packer Serves a Perfect Rendition of Reebok's Club C

  • Image on Highsnobiety

    The Best Gifts Under $200 That Everyone Will Love

  • Image on Highsnobiety

    Diadora Turns Its Tennis Heritage Into a Sneaker Grand Slam

  • Image on Highsnobiety

    These Are Our Favorite Salomon Sneakers to Shop Now

  • Image on Highsnobiety

    Put Down Your Phone This Holiday With Ray-Ban Stories Smart Glasses

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.