entertainment
Meet the unexpected mastermind behind Swift’s “Anti-Hero” gadget.
Taylor Swift attends Conversation with Taylor Swift event at Toronto International Film Festival on September 9, 2022. Taylor Swift has said that “Midnight” was inspired by a certain key sleepless night. Seven bonus his tracks and music videos are added just hours after the album’s release. Evan Agostini/Invision/AP, File
The old Taylor can’t answer the phone now. why?’Cause she’s dead in a coffin in Massachusetts
“Anti-Hero,” the first of 13 music videos for Taylor Swift’s new visual album Midnights, features a familiar funeral staple from Andover-based company Titan Casket.
The direct-to-consumer coffin company has worked directly with producers on TV shows like “Severance” and “Castle Rock,” but co-founders Scott Ginsberg and Josh Siegel are as much fans of Swift as they are. I was amazed when I saw their products.
“She’s one of the top 10 celebrities on the planet to come out of our coffins, so nothing comes close to this scale,” says Siegel.
Swift, who often tackles the theme of death in her work, got very literal with her self-produced “Antihero” music video. After the song’s bridge, the video features a two-minute sketch imagining her own funeral, starring comedians Mike Birbiglia, Mary Elizabeth Ellis, and John Early.
Employees recognized the coffin based on its color and sunburst design. Titan was able to confirm with the production company – they were selling an unidentified music video back in July.
“This newsboy is from our most popular Orion series. It’s a very classic coffin, and she chose copper, a very traditional color in the funeral industry.
Fans of Taylor Swift, better known as Swift, also took notice. Taylor Swift Style, a popular blog that typically documents the singer’s fashion, also identified the coffin to her 103,000 Instagram followers.
“Not what you expected, right?” the account wrote in the Instagram caption.
The fans reacted in droves, and Titan Casket joined in the fun, saying, “swift discount— $50.13 off all coffins (13 is Swift’s signature number, often featured in surprise releases).
What’s their most amazing scream? Ironically, the undertaker.
“They are often not our natural allies because they sell coffins and we do,” says Siegel. “Some of Swift saw this and reached out. Now we’re having conversations with a handful of fans who are also our potential partners.”
Titan Casket hopes to spread the message of expanding options for grieving families to new audiences.
“Our mission is to raise awareness and education in the funeral industry,” said Siegel. “We think [the music video] Bringing in a whole new audience who have no idea about this difficult topic. “
newsletter signup
Stay up to date with all the latest news on Boston.com
