When Branding Meets Mortality: What Liquid Death Gets Right, and Wrong, About Death Culture

From cremation urns to “near-death” sunglasses, a look at how a viral brand is reshaping conversations around dying — and what it means for end-of-life awareness

There appears to be a cultural shift toward bringing death and dying into more open conversation, as has become evident in the consumer world with some of the latest innovative products to hit the markets. Liquid Death, the provocative drink manufacturer, has recently released an  Eternal Playlist Urn and Playlist Generator in conjunction with Spotify, for example, as well as Sunglasses For After You Die in collaboration with Pit Viper. 

​Eternal Playlist Urn and Playlist Generator

Well-known brands are entering the death-care industry, with quite a few turning their attention toward designer urns. Most recently, Liquid Death and Spotify teamed up to create the Eternal Playlist Urn and Playlist Generator. Liquid Death’s commercial for the product uses the brand’s irreverent sense of humor, citing a nonsensical statistic — “Music has been shown to reduce hauntings by up to 47%” — and touting the urn as a way to “upgrade any post-life experiences.”

​The Eternal Playlist Urn has an embedded wireless speaker, a blue LED status indicator and a USB-C charging port. When the product came out in February, it was an extremely limited edition and priced at $495 per piece. With only 150 urns available, the urns sold out quickly.

​As a companion to the physical urn, Spotify has created an Eternal Playlist Generator. It asks questions like what is your vibe for the afterlife – e.g., party forever, or chill vibes, and “what’s your haunting noise?” Although the idea behind the product is intended playfully, it also may have practical appeal for musicians, music lovers, collectors, those with a passion for the macabre and/or big fans of the Liquid Death brand.

Sunglasses for Dead People

Liquid Death’s irreverent humor isn’t reserved only for the eternal playlist urn and playlist generator. Perhaps some people worry about hurting their eyes during a near-death experience or on their way to the afterlife? They shouldn’t fret; Liquid Death has them covered with their collaboration with sunglasses manufacturer Pit Viper. On April 8, 2026, the two companies launched their Sunglasses for Dead People. Pit Viper, like Liquid Death, is known for its irreverent and chaotic brand humor, making the pairing a logical fit. Liquid Death’s description’s last line, “don’t be caught dead without them,” show how both brands lean into the death culture niche.

Death Positivity vs. Commercialization

According to Tap Twice Digital Industry Research, Liquid Death’s primary demographics are Gen Z at 42% of its consumers and Millennials at 38% of its consumers. These demographics lead the way in the death positive movement as well. Although Millennials are at the front of the movement, Gen Z isn’t far behind. The Death Positive movement encourages people to have hard conversations and take death and dying out of the taboo category. Liquid Death’s products certainly do that, but does commercialization serve the larger conversation or does it take things a step too far? As with any controversial subject, people’s opinions on the eternal playlist urn are varied. One Reddit user said, “Liquid Death honestly needs to calm […] down. You found your niche, and good for you. Kick back, collect your money and don’t be obnoxious beyond that,” while James Perro of Gizmodo headlined a piece on the urn with “I Want My Remains Kept Inside Spotify and Liquid Death’s Speaker Urn.”

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